IIMA - Course Catalogue
Behavioural Science Applications in Marketing
Prof. Soumya Mukhopadhyay,
Prof. A K Jaiswal
Course Description & Objectives
Consumer Behaviour is the study of how individuals make decisions to spend their available resources on consumption related items. This course will provide students with a detailed framework of theories, concepts and models to analyse and understand consumer markets. The course provides an understanding for creating, facilitating, and maintaining market exchange process.
The course aims to give students in-depth knowledge and understanding of one of the most important aspects of Marketing, the consumer. As such it discusses the major concepts, activities and psychological processes involved in consumer behaviour theory, research findings and methodologies.
The key objective is to focus and build the necessary skills required to participate more effectively in marketing related activities. As such the unit provides a through understanding of the behaviour of people engaged in exchange process. This unit covers in depth both internal and external influences of consumption process. Consumer decision making provides a vital link between understanding of buyers and consumers and marketing management decision making.
The course is delivered through presentations or suggested readings and discussions around it. The participants would read all papers and choose one of them to prepare a comprehensive presentation that brings out the concepts, frameworks, methodologies followed by the authors and their analyses and conjectures. The suggested readings would need to be supplemented by other readings for understanding the concepts. For this purpose, the participants are encouraged to pick relevant material from library. At the end of the course, the participants would submit a term paper based on a topic of their choice encompassing the learning from the course. The components of class presentation/participation and term paper carry equal weights.
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