VPAA-QF-10

CvSU Vision Republic of the Philippines CvSU Mission

The premier universityin Cavite State University shall provide
historic Cavite recognized for CAVITE STATE UNIVERSITY excellent, equitable and relevant educational
excellence in the development Bacoor City Campus opportunities in the arts, science and
technology through quality instruction and
of globally competitive and SHIV, Molino VI, City of Bacoor
morally upright individuals. relevant research and development activities.
It shall produce professional, skilled and
morally upright individuals for global
competitiveness.

DEPARTMENT OF MANAGEMENT STUDIES

BACHELOR OF SCIENCE IN BUSINESS MANAGEMENT MAJOR IN MARKETING MANAGEMENT

Students are expected to live by and stand for the following University tenets:

TRUTH is demonstrated by the student’s objectivity and honesty during examinations, class activities and in the development of projects.

EXCELLENCE is exhibited by the students’ self-confidence, punctuality, diligence and commitment in the assigned tasks, class performance
Core Values and other course requirements.

SERVICE is manifested by the students’ respect, rapport, fairness and cooperation in dealing with their peers and members of the
community.
In addition, they should exhibit love and respect for nature and support for the cause of humanity.

In support to the Vision and Mission of the University, CvSU – Bacoor City Campus shall:

1.Provide quality and affordable education which promotes intellectual growth, academic excellence and moral integrity;
Goals of the
2. Prepare students to meet the demands of the global market and respond to the society’s needs.
College/
3.Develop innovative and scholarly researchers who have the ability to create new understanding in quest for GAD related quality research
Campus
through inquiry, analysis and problem solving; and
4. Produce globally competitive graduates with full competence in their fields of study.

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 The Department of Management Studies aims to produce students who are professionals, skilled and morally upright individuals for global
Objectives of competitiveness. Specifically, the department aims to impart the basic business and hospitality knowledge; instill and nurture important
the qualities and skills to the students, which are essential for future business leadership, hospitality and organizational success; with an end
Department view of keeping a pace with the demands of global competitiveness
Program Educational Objectives (based on the program CMO)
To attain the objectives of the department, the program aims to produce graduates who can:

1. Demonstrate updated and in-depth professional and functioning knowledge, to integrate them in the field of marketing management;
2. Demonstrate global competence as marketing professionals;
3. Demonstrate innovativeness and resourcefulness in organizing or managing business activities;
4. Utilize modern computing tools in legal, social, ethical and professional manner; and
5. Demonstrate a strong sense of academic integrity with high level of achievement in the field of business to prepare them to pursue a teaching career or
graduate studies in business.

COURSE SYLLABUS
1stSemester, AY 2018-2019
Course Course Lecture_ __ Credit 3
FREE ELEC 1 Consumer Behavior Type
Code Title Laboratory______ Units
Rationale: This course involved a study of consumer behavior as a tool for marketing decision.

Focus: It focuses on consumer behavior outcomes, the consumer behavior process: the psychological core, the process of making decisions,
Course
and the post-decisions evaluations. Consumers culture, consumer behavior outcomes and issues concerning consumer welfare is also
Description
discussed

Outcome: By the end of this course, students must be able to asses factors affecting consumer behavior and use this knowledge to conduct
case analysis.
Lecture: 7:00-8:30, 11:30-1:00 Tuesday;
7:00-8:30, 8;30-10:00, 4:00-5:30 Wednesday;
Pre-
NONE Course Schedule 7:00-8:30, 8;30-10:00, 11:30-1:00, 2:30-4:00,
requisites
4:00-5:30 Thursday.
Laboratory:
Student Outcomes and Relationship to Program Educational Objectives
Program Educational Objectives (based on the program CMO)
Program/Student Outcomes (based on the program CMO)
1 2 3 4 5
The students should:
Prepare and evaluate reports, proposals, concept papers and conduct
a.   
feasibility study and other business research/plan.
b. Demonstrate the values of fairness, transparency, accountability, hard work,    

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 honesty, patience, diligence, innovativeness, risk taking and demonstrate
leadership qualities, civic-mindedness and responsible citizenship.
Participate actively in business associations and comply with their policies
c.    
and obligations.
Conduct environmental scanning and enlighten the concepts, approaches, and
d.  
techniques of environmental conservation.
e. Develop the ability to access, retrieve and disseminate information using IT.  
Exemplify the concepts and principles of good interpersonal relations to
f. 
develop a wholesome personality.
Course Outcomes and Relationship to Student Outcomes
Program Outcomes Addressed by the Course Program Outcomes Code
After completing this course, the students must be able to: a b c d e f
1. Attain the vision, mission, goals and objectives of the university, campus and
✔ ✔ ✔ ✔
department;(E )
2. Deliver a gender fair and gender sensitive instruction to students aligned with
✔ ✔ ✔
University goals and objectives; (D)
3. Explain and apply the key terms, definitions, and concepts used in the study of
✔ ✔ ✔
consumer behavior.; (I)
4. Demonstrate how as a marketer student can use their knowledge of consumer
behavior concepts to develop better marketing programs and strategies to ✔ ✔ ✔ ✔
influence those behaviors; (E)
5. Critically evaluate the effectiveness of various advertisement and promotions
✔ ✔ ✔
and their attempts to influence the behaviors of individuals; (E)
6. Develop an understanding of consumer decision making process; (I) ✔ ✔ ✔
7. Complete a project that demonstrates both working knowledge and analytical
✔ ✔ ✔ ✔
skills in assessing the consumer decision-making process; (D)
8. Analyze the trends in consumer behavior and apply them to the marketing of
✔ ✔ ✔ ✔ ✔
an actual product or service; (D)
*Level : I-Introductory E- Enabling D-Demonstrative
COURSE COVERAGE
No. of Hours Outcomes-
Teaching and
Intended Learning Outcomes based
Topic Learning Activities Resources Needed
Lec Lab (ILO) Assessment
(TLA)
(OBA)
5 After the completion of the unit, I. Orientation Class Discussion PowerPoint Recitation
students should be able to: A. Vision, Mission,
1. Attain the university VMGO, Goals and Objectives of

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 as well as the campus and the university, campus
department objectives; and department; Background
2. Develop gender awareness, B. Subject guidelines Knowledge Probe Guide Questions Comparing and
knowledge, and skills; and and policies contrasting
3. Develop positive perceptions, C. GAD Orientation
attitudes and behaviors in 1. GAD Group Dynamics
relation to gender. 2. Gender Sensitivity
3. Gender Issues
4. Gender Fair
Language
After the completion of the
chapter, students should
be able to:
1. Define consumer behavior
and explain the components Class Orientation
II. Introduction to Concept Mapping Reference Book
that make up the definition. Oral
3 Video
2. Discuss the benefits of Consumer Behavior Question and Answer Presentation
studying consumer behavior. Lecture
3. Explain how companies
apply consumer behavior
concepts when making
marketing decision.
After the completion of the
chapter, students should
be able to: III. The Psychological
1. Identify the influences and Discussion Reference Book Compare and
Core
3 outcomes of consumer Role Play Images Contrasting
a. Motivation, Ability,
motivation, ability, and Charting
opportunity to process and Opportunity
information, make decisions,
and engage in behaviors.
After the completion of the
chapter, students should Reference Book
be able to: Lecture
1. Discuss why marketers are b. From Exposure to Debate
4 Group Activity
concerned about consumers’ Comprehension
exposure to marketing stimuli
and what traditional and
nontraditional tactics they use

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 to enhance exposure.
2. Explain the characteristics of
attention and how marketers
can try to attract and sustain Images
One-minute paper
consumers’ attention to
products and marketing
messages.
3. Describe the major senses
that are part of perception and
outline why marketers are
concerned about consumers’
sensory perceptions.
After the completion of the
chapter, students should
be able to:
1. Describe the connection
between consumer knowledge
and consumer understanding,
explain what affects the
processes, and show why
marketers must take both into
account.
2. Distinguish between
categorization and
c. Memory and Lecture Reference Book
comprehension and describe
4
how marketing elements can Knowledge Group Activity
Chart
induce consumers to make Charting
references about products.
3. Distinguish among sensory
memory, short-term memory,
and long-term memory.
4. Understand how the
processes that enhance
memory can help marketers
plan more effective strategies.
5. Explain what retrieval is,
how it works, and how
marketers try to affect it.

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 After the completion of the
chapter, students should
be able to: Interactive Discussion
1. Discuss how marketers can d. Attitude Based on Reference Book
4 Question and Answer Objective Test
apply various cognitive models High Effort Visual Aids
to understand and influence Peer Exchange
consumers’ attitudes based on
high-effort though processes.
After the completion of the
chapter, students should
be able to:
1. Explain the role of
unconscious influence on
attitudes and behavior in low-
effort situations. Interactive Discussion
e. Attitude Based on Compare and
2. Discuss how consumers Question and Answer Reference Book
4 Contrast
form beliefs based on low Low Effort Visual Aids
processing effort and explain Peer Exchange
how marketers can influence
those beliefs.
3.Describe how consumers
form attitudes through affective
reactions when cognitive effort
is low.
After the completion of the
chapter, students should
be able to:
1. Describe how consumers
recognize a consumption
problem.
2.Discuss what happens when IV. The Process of
Video Presentation Reference Books
1.5 consumers conduct an internal Making Decision Case Study
Interactive Discussion Video
search to solve a consumption a. Problem Recognition
problem. and Problem Search
4. Explain why and how
consumers conduct an external
search to solve a consumption
problem.
5.Identify opportunism and the

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 challenges that marketers face
in trying to influence such
searches.
After the completion of the
chapter, students should
be able to:
1. Distinguish between
judgement and decision
making.
2. Explain how cognitive
decision-making models differ b. Judgement and
Interactive Discussion Compare and
from affective decision-making Reference Books
3 Decision Making Based Contrast
models. Role Playing Video
3. Identify the types of on High Effort
decision-making faced by
consumers in high-effort
situations.
4. Outline the ways that
consumer characteristics, and
other people can influence
high-effort decisions.
After the completion of the
chapter, students should
be able to:
1. Identify the types of
heuristics that consumer can
use to make simple
judgements.
2. Explain why marketers need c. Judgement and Interactive Discussion Compare and
to understand both Contrast
3 Decision Making Based
unconscious and conscious
decision-making processes in on Low Effort Reference Book
low-effort situations.
3.Discuss how consumers
make thought-based low-effort Question and Answer
decisions using performance-
related tactics, habit, brand
loyalty, price-related tactics,
and normative influences.

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 4. Describe how consumers Video
make affect-based low-effort Role Playing
decisions using feelings as a
simplifying strategy, brand
familiarity, variety seeking, and
impulse purchasing.
After the completion of the
chapter, students should
be able to:
1. Distinguish between the
dissonance and the regret that
consumers may experience
after acquisition, consumption,
or disposition.
2. Explain how consumers can
learn from experience.
d. Post-Decision Topic Reporting Objective Test
3. Discuss how consumers Reference Books
1.5 Compare and
judge satisfaction or Processes Role Playing Video
Contrast
dissatisfaction with their
decision about acquisition,
consumption, and disposition.
4. Describes how consumers
may dispose of something,
why this process is more
complex for meaningful
objects, and what influences
consumer recycling behavior.

After the completion of the

chapter, students should
be able to: Objective Test
1. Explain how sources of V. The Consumer’s Interactive class
influence differ in four key Culture discussion
Hand-outs Essay
1.5 ways depending on whether
a. Social Influences on
they are delivered via mass Question and Answer
Consumer Behavior Power Point Presentation Categorizing
media or personally, and
Reference Books Grid
whether they are delivered by Brain Storming
marketers or others.
2. Distinguish between Memory Matrix

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 normative and informational
influence.
After the completion of the
chapter, students should
be able to:
1. Explain how the consumers’
age affects acquisition,
Hand-outs Objective Test
consumption, and disposition Interactive Discussion
1.5 behavior. b. Consumer Diversity
Topic Reporting Power Point Presentation Compare and
2. Describe how gender and
Reference Books Contrasts
sexual orientation each affects
consumer behavior.
3. Discuss how regional,
ethnic, and religious influences
can affect consumer behavior.
After the completion of the
chapter, students should
be able to:
1. Define the social class
hierarchy and identify the
major determinants of social
class standing.
2. Explain how social class
influences consumer behavior. Interactive class
3. Discuss three key forces discussion Hand-outs Objective Test
that are, over time, changing c. Social Class and
3
social class structure in many Household Influences Question and Answer Power Point Presentation Compare and
countries. Reference Books Contrasts
4. Describe the various types
of households and families and
explain how the family cycle
and other forces affect
household structure.
5. Outline the roles that each
household members play in
acquisition and consumption
decisions.
After the completion of the
3 d. Psychographics:
chapter, students should Hand-outs

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 be able to: Values, Personality, and Interactive Class Objective Test
1. Define values and the value Lifestyles Discussion Power Point Presentation
system and show how they can Essay
be described.
2. Identify some values that Reference Books Categorizing
characterize Western cultures, Scavenger Hunt Grid
outline the main factors that Word Puzzle Pictures
influence values, and describe
how values can be measured. Case Study Video
3. Discuss the personality
characteristics most closely
related to consumer behavior
patterns.
4. Explain how lifestyles are
represented by activities,
interests, and opinions, and
describe how psychographic
applications in marketing
combine values, personality,
and lifestyle variables.
After the completion of the
chapter, students should
be able to:
1. Describe how innovations
can be classified in terms of Interactive Class Objective Test
their type, the benefits they Discussion
VI. Consumer Interactive Class Discussion
offer, and their breadth.
2. Explain how consumers Behavior Outcomes Question and Answer
adopt an innovation, why they and Issues Compare and
3
might resist adoption, and why a. Adoption of, Contrast
marketers must understand the Resistance to, and
timing of adoption decisions. Diffusion of Innovation
3. Define diffusion and discuss
ho diffusion curves relate to the
product life cycle.
4. Outline the main factors that Role Play Oral
affect adoption, resistance, and Debate Presentation
diffusion.

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 After the completion of the
chapter, students should
be able to:
1. Discuss how products,
special possessions, and Interactive Class
consumer activities can gain Reference Books Objective Test
Discussion
symbolic meaning and how this b. Symbolic Consumer
3 meaning is conveyed from one Video Essay
Behavior Role Play
consumer to another.
2. Highlight how marketers can PowerPoint Presentation
Simulation
influence symbolic meaning.
3. Distinguish between sacred
and profane entities.
4. Understand the process of
gift giving.
After the completion of the
chapter, students should
be able to:
1. Contrast addictive
compulsive, and impulsive
buying, and discuss their
implications for marketers.
2. Explain why marketers need
to understand the deviant
behavior of consumers theft, c. Ethics, Social
black markets, and underage Responsibility, and Dark Lecture Objective Test
PowerPoint Presentation
3 drinking and smoking.
Side of Consumer
3. Discuss some ethical
questions facing marketers and Behavior and Marketing
what companies are doing in
response to these issues.
4. Describe what consumer
behaviors related to
environmental consciousness
and conservation means for
marketers today. Question and Answer Essay
Reference Book
5. Show how consumers can
resist marketing practices, both

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 individually and in groups
54
COURSE REQUIREMENTS

Suggested Lecture Requirements:

1. Mid-Term Examination
2. Case Study/Analysis
3. Quizzes/Seat works/Recitations
4. Class Reporting/Reaction Paper
5. Assignments
6. Class Attendance

*All exams must follow a Table of Specifications (TOS) and Rubrics for evaluation of student’ performance or projects.

GRADING SYSTEM

Lecture (100%):
 Class Standing (60%)
 Recitation 10%
 Quizzes/Long Tests 20%
 Class Activities 30%
60%

 Comprehensive Exam (40%)

 Midterm Exam 20%
 Case Study/Analysis 20%
40%

CLASS POLICIES
A. Attendance
Students are not allowed to have 20% or more unexcused absences of the total class hours; otherwise, they will be graded as “DROPPED”.

B. Classroom Decorum
Students are required to:

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 1. wear identification cards and the prescribed uniform at all times;
2. turn off or put in silent mode cellular phones during class hours;
3. clean the classroom before and after classes;
4. avoid unnecessary noise that might disturb other classes;
5. practice good manners and right conduct at all times;
6. practice gender sensitivity and awareness inside the classroom; and
7. come to class on time.

C. Examination/ Evaluation
1. Quizzes may be announced or unannounced.
2. Mid-term and Final Examinations are scheduled.
3. Cheating is strictly prohibited. A student who is caught cheating will be given a score of ”0” for the first offense. For the second offense, the
student will be automatically given a failing grade in the subject.
4. Students who will miss a mid-term or final examination, a laboratory exercise or a class project may be excused and allowed to take a special
exam, conduct a laboratory exercise or pass a class project for any of the following reasons:
a. participation in a University/College-approved field trip or activity;
b. due to illness or death in the family; and
c. due to force majeure or natural calamities.

REFERENCES & SUPPLEMENTARY READINGS

References:

Hoyer D. et. al. (2010). Consumer Behavior 5th Edition. South-Western, Cengage Learning

Kardes F. et. al. (2011) Consumer Behavior. South-Western, Cengage Learning

Supplementary Readings

Babin, B. and Harris E. (2012). Consumer Behavior. South-Western, Cengage Learning

REVISION HISTORY
Revision
Date of Revision Date of Implementation Highlights of Revision
Number

1 January 9 2017 January 16, 2017 Inclusions of PEO and Relationship to University
Mission

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 Student Outcomes and Relationship to PEO
Course Outcomes and Relationship to Student
Outcomes
Inclusions of the Campus Goals and Objectives of the
Department

2 August 15, 2017 August 22, 2017 Program Goals stipulated form PSGs
Revision of PEO stipulated from PSGs
Format (Program/Student Outcome)
Program Outcome Code (Number of columns depend
on the number of program/student outcome
Additional column for course coverage (Course
Outcome)

3 August 06, 2017 August 13, 2018 Format based from ISO

Prepared by: Evaluated by: Approved:

DHARMA I. HILALI
Instructor MENVYLUZ S. MACALALAD,MBA RONAN M. CAJIGAL,MAEd
CP # 09198815121 Department Chairperson Campus Dean
E-mail Address:dharmahilali@gmail.com Department of Management Studies Bacoor City Campus
Consultation Schedule: 8:30-10:30, Tuesday Email Address: menvy1207@gmail.com Date Approved: ________________________
Date Prepared: August 16, 2018 Date Evaluated: August 21,2018

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