MBA Programme

GraduateSchool of Business

http://www.mba.itb.ac.id
INSTITUT TEKNOLOGI BANDUNG

MM6032
Consumer Behavior

MM6032 Consumer Behavior YEF49+50

Young Executive Functional 53 &54

August 2016

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT
INSTITUT TEKNOLOGI BANDUNG
http://www.sbm.itb.ac.id/mba

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Contents

1. Vision and Mission of MBA-ITB........................................................ Error: Reference source not found

2. Learning Goals of MBA-ITB.............................................................. Error: Reference source not found
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4. Learning Outcomes of This Course.................................................. Error: Reference source not found
5. The Course Structure....................................................................... Error: Reference source not found
6. The Course Plan............................................................................... Error: Reference source not found
7. Lecturer Profile................................................................................ Error: Reference source not found
8. Grading............................................................................................ Error: Reference source not found
9. Students Guidance.......................................................................... Error: Reference source not found
10. References....................................................................................... Error: Reference source not found

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Vision and Mission of MBA-ITB
Vision:
To be A World Class Program of Master and Business Administration that Creates Ethical
and Entrepreneurial Leaders

Mission:
To educate and develop future leaders in business
To develop sustainable education program for building human resource capacity
needed for enhancing industry competitiveness in Indonesia

Learning Goals Description

Integrative Thinking (LG 1) Student will be able to demonstrate ability to identify the central
problems/issues, draw and assess recomendation using a perspective
that integrates both fuctional and relevant contextual information and
deploy them effectively to solve the problem from a strategic views point.

Team work (LG 2) Student will be able to demontrate an ability to work effectively in a
team, exhibiting behaviour that reflects an understanding of the
importance of individual roles and tasks, and the ability to manage
conflict and compromise so that team goals are achieved.

Communication Skill (LG 3) Student will be able to communicate verbally inn an organised, clear and
persuasive manner, and be responsive listener.

Ethical Responsibility (LG 4) Student will be able to identify ethical issues, understand the impact of a
particular issue on various stakeholders, recognize the rights and
responsibilities of the stakeholder and systematically analyse the pro and
cons of eny decisions related to ethical issues.

Leadership (LG 5) Student will have hightened awareness of what it takes to exercite
effective leadership, through key inisiative, efective execution,
influencing, inspiring, and empowering people and manging changes.

Global Awareness (LG 6) Student will understand the nature of global issues impacting business,
including competition, policiess, politic, culture and consumers and have
the ability to respond to them effectively.

1. Learning Goals of MBA-ITB

Intended Learning Outcomes of MBA-ITB

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 Learning Outcomes Intended Learning Outcomes

Integrative thinking Identify and analyze central problems of a business case (LG1-LO1)
Construct multiple perspectives that integrate different factors or aspects,
other related business functions and relevant contextual information (LG1-
LO2)
Create recommendation based on the constructed perspectivesand the
companys strategic objectives (LG1-LO3)
Teamwork Understand how to collaborate with others (LG2-LO1)
Apply the concept of managing conflict to resolve problem in small group
learning environment (LG2-LO2)
Demonstrate constructive feedback in small group learning environment
(LG2-LO3)
Communication Skill Present information in an organized and concise manner. (LG3-LO1)
Demonstrate skill to persuade others in persuasive manners (LG3-LO2)
Demonstrate listening skills (LG3-LO3)
Ethical Responsibility Recognize ethical issues in business context. (LG4-LO1)
Assess the impact of ethical issue toward various stakeholders. (LG4-LO2)
Systematically analyse the pro and cons of any decisions related to ethical
issues. (LG4-LO3)
Leadership Demonstrate the propensity to take initiative (LG5-LO1)
Bring influence toward other people in her/his team (LG5-LO2)
Inspire and empower others by evaluating, analyzing, and providing critics
on how leadership behaviors and characteristics affect employees and
businesses outcomes (LG5-LO3)
Demonstrate an ability tomanage change (LG5-LO4)
Global Mindset Identify global issues that may affect the industry (Global Intellectual
Capital) (LG6-LO1)
Develop understanding toward global cultural aspects that affect business
operations (LG6-LO2)
Develop business recommendations based on understanding about the
global aspetcs. (LG6-LO3)

2. Learning Outcomes of This Course

After completing this course, students will be able to make better ethical customer based
marketing strategy as follows :

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1. A strong Knowledge and understanding about Indonesians Consumer behavior and
Global Consumer (LG6-LO1)
2. Making out a better customer based marketing strategy and decision making (LG1-LO1
&LO2)
3. An comprehending in Ethical marketing and consumer protection (LG4-LO1)
4. Having Interpersonal skills, team work, customer relationship and marketing
communication (LG2-LO1, LG3-LO1,LO2&LO3)

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 4. The Course Structure
Ability to Make
Ability to Make
Loyalty Strategy
Segmentation
Targeting
Ability to :
Classify Ethics snd Non Ethics
Measure Loyalty
Measure Satisfaction
Measure Consumer Experience
Analyze Consumer Purchase behavior-
Analyze Consumer Acception
Analyze Decision process
Analyze Personality, The Self and Lifestyle
Analyze Analyze Attitude
Analyze perception to marketing mix
Analyze Consumer Value, Need and Motivation
Analyze Prior Knowledge
Analyze the influence of social group
Exploring the influence of culture
Analyze consumption pattern
Predict Need and want of society among regions and
countries
Understanding The Role of consumer behavior in strategic marketing
Formulating
an Ethical Marketing Strategy
Positioning,
Value proposition
Place Strategy
IMC Strategy
Pricing Strategy
Produt/Service Strategy
Understanding Ethical Marketing
Experience, Satisfaction and Loyalty
Understanding Consumer Post Purchase Behavior
Decision Making Journey , Customers Adoption
Understanding Consumer Decision Making and Adoption
Personality, The Self and Lifestyle ----
Consumer Perception and Attitude
Consumer Value, Need and Motivation
Consumer Learning- consumer prior knowledge
Consumer Demography
Understanding Consumer as Individu
The Influence of Social group
The Influence of culture
The Influence of Macro and micro social economic
Understanding The External Influence to the Consumer
5. The Course Plan
Please fill in the table below which describes how students are going to attain specific competence as mentioned in the course
structure above and how youre going to evaluate it. (See an example below)

Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

Consumer in the marketplace of Consumer Behavior in
the role of consumer - Salomon: Ch 3 making Strategic Marketing
behavior in strategic The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
marketing working on the Class rooms
Management
Consumer behavior across Assignment completely and
provinces in Indonesia perfectly

Break
Session 2 (09.45-11.45) - Working out Class rooms
Assignment
Exercise Findings Discussion :
- Participation level during class
Consumer in the marketplace
discussion

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 Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
Consumer in the marketplace of Consumer Behavior in
- Salomon: Ch 3 making Strategic Marketing
The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
working on the Class rooms
Management
Assignment completely and
perfectly

WEEK 2 Understanding: Session 1 (8.00-09.30) Reading textbooks: 1. Assignment submission on

Social economic factors
across Indonesian and
ASEAN countries that effect
the difference in consumer
culture as well as consumer
behavior
Ability to :
Predict the need and want
of society
opportunity to market
product or service the
international market as well
as other Indonesian
Provinces
Need, and Consumption Pattern
Exercise Findings Discussion :
1. Need, Consumption Pattern
Indonesia and ASEAN
2. Indonesian and ASEAN
countries Potential Market in
2017
3. Segmentation and
Consumption Pattern
- Mooij : Ch 1 4 time
- Salomon: Ch 16 2. Participation level during class
- Kanuk : Ch 4 discussion
- Related PowerPoint slides
Ability to Use :
Reading Journal: 1. secondary data from
Mooij & Hofstede:2002 related website to analyze
Mooij : 2003
Indonesian and ASEAN
Making, and Submitting the countries Convergence
Assignments (Divergence) Market
Consumption Pattern and
1. Need and Consumption
Pattern in Indonesia and Need
ASEAN countries based on
Countrys statistical data
analysis
2. Indonesian and ASEAN
countries Potential Market
in 2017
3. Segmentation and
Consumption Pattern based
on the findings of
Convergence Market
Analysis
Break

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 Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

Consumer in the marketplace of Consumer Behavior in
the role of consumer - Salomon: Ch 3 making Strategic Marketing
behavior in strategic The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
marketing working on the Class rooms
Management
Consumer behavior across Assignment completely and
provinces in Indonesia perfectly

Session 2 (09.45-11.45) Assignment : Assignment submission on

Making and Submitting the time
Discussion : Participation level during class
Assignment
discussion
- Case Presentation
Case analysis and presentation

Understanding: Session 1 (8.00-09.30) Reading textbooks: - Assignment submission,

WEEK 3 Knowing yourself Cultural Culture : Culture and Consumer - Mooij : Ch 1 4 Knowing your Self, on time
Gap and how to improve Behavior - Salomon: Ch 16 - Bridging cultural gap Self
Global culture awareness - Kanuk : Ch 4 improvement report
the components of culture Exercise Findings Discussion: - Related PowerPoint slides - Participation level during
Cultural value dictate the - Carte&Fox:2006
class discussion
types of products and - Bridging cultural gap Self
services we seek out or improvement report Making, and Submitting the
avoid - Hofstedes National Assignments
Culture and Consumption
Bridging cultural gap Self
Ability to : improvement report
Break

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 Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

Consumer in the marketplace of Consumer Behavior in
the role of consumer - Salomon: Ch 3 making Strategic Marketing
behavior in strategic The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
marketing working on the Class rooms
Management
Consumer behavior across Assignment completely and
provinces in Indonesia perfectly

Session 2 (09.45-11.45) Reading textbooks: - Assignment submission on

Exercise Findings Discussion :
- Culture and Consumer Behavior
- Product Promotion using
Components of Culture
time
- Mooij : Ch 1 4
- Participation level during class
- Salomon: Ch 16
discussion
- Kanuk : Ch 4
- Related PowerPoint slides

International Market Making, and Submitting the

targeting uses Hofstede Assignments
information - Culture and Consumer
Plan Product Promotion by Behavior
using Components of - Product Promotion using
Culture Components of Culture

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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
WEEK 4
Understanding :
Cultural influence to
personality traits
the influence of by person's
current and desired self
concept to his/her lifestyle
the lifestyle and the role it
plays in developing
marketing strategies
Ability to :
Assess Personality, The Self
and Lifestyle
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 1 (8.00-09.30)
Consumer Attributes :'Who'
Personality, The Self and Lifestyle
Consumer Psychographics
Video : Personality,
Exercise Findings Discussion :
1. the Self,
2. Psychographics
3. Positioning Strategies
Preparation
Reading textbooks:
- Salomon: Ch 3
- Hoyer Ch 2,19,20
Reading textbooks:
- Mooij , Ch 4
- Hoyer : Ch 15
- Salomon: Ch 4,5,6 Participation level during class
- Lindquist : Ch.5
- Kanuk, Ch 5
- Related PowerPoint slides
- Assess Personality, The Self and
Making and Submitting the
Assignments
Personality, the Self,
Psychographics
Positioning Strategies
Break
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Homework submission on time
Working out Assignment
discussion
Ability to :
Lifestyle
- Analysis and Doing a
psychographic research
- Campaign Message Evaluation
proven by working on Assignment
completely and perfectly
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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
Segmenting, targeting and
positioning based on
psychographic
Analysis and Doing a
psychographic research
Pick marketing
communication campaign
that is suitable to the self
WEEK 5 and lifestyle
Understand to :
Communication source to
influence the consumer's
attitude:
Consumer Decision making
is not always rational
The consumer decision
rules when evaluating
competing options
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 1 ( (8.00-09.30)
Consumer's Learning, Knowledge
and Understanding
Exercise Findings Discussion :
Consumer Knowledge
Memory and Retrieval
Session 1 (09.45-11.45)
Perception and Attitude Formation
Exercise Findings Discussion :
1. Hierarchies of Effects
2. Perceptual Map 1
3. The Extended Fishbein Model
Preparation
Reading textbooks:
- Salomon: Ch 3
- Hoyer Ch 2,19,20
Reading textbooks:
- Hoyer ch 4,5, 8
- Solomon ch 5,6
- Hawkins ch 9,
- Related PowerPoint slides
Making, and Submitting the
Assignments
Consumer Knowledge
Repositioning
Reading textbooks:
- Solomon ch 8
- Related PowerPoint slides
Making and Submitting the
Assignment :
1. Hierarchies of Effects
2. Perceptual Map 1
3. The Extended Fishbein
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
- Assignment submission on
time
- Working out Assignment
- Participation level during
class discussion
Ability to :
- Assess consumer prior
knowledge
- create new knowledgebrand
images or personalities, brand
extensions,
- develop exiting knowledge or
change knowledge through
repositioning.
proven by working on Assignment
completely and perfectly
- Homework submission on time
- Working out Assignment
- Participation level during class
discussion
Ability to Assess attitude forming
proven by working on the
Assignment completely and
perfectly
-
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 Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
Consumer in the marketplace of Consumer Behavior in
- Salomon: Ch 3 making Strategic Marketing
The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
working on the Class rooms
Management
Assignment completely and
perfectly

Personal and company

decision making and
purchase
Ability to :
Assess attitude forming
Make marketing
Communication message
based on Consumer
Decision rule
Choose the effective and
efficient media to influence
the personal and company
purchase decision
Session 1 (8.00-09.30)
Decision Making
FMCGs Decision Making
Exercise Findings Discussion :
1. Consumer Decision Journey
2. Decision Heuristic
3. Introduction to Decision Rules
4. The Application of Decision Rule
Reading textbooks:
- Hawkins ch 16
- Salomon ch 12
- Hoyer 9,sd11
- McKinsey,2009
- Related PowerPoint slides
Reading, discussing, making
submitting Assignment
1. Consumer Decision
Journey
2. Decision Heuristic
3. Introduction to Decision
Rules
4. The Application of
Decision Rule
- Homework submission on time
- Working out Assignment
- Participation level during class
discussion
Ability to :
- make marketing
Communication message
based on Consumer Decision
rule ,
- effective and efficient media
selection strategy ,
- measure consumer decision
and questionnaire
development
proven by working on Assignment
completely and perfectly

WEEK 6 : COLLECTING DATA

WEEK 7 Mid Test and Consumer Profilings Project

Date Outcome(s) Activity(ies) Preparation Evaluation

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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
WEEK 8 Understanding :
Global culture awareness Cultural Barriers to the
Cultural value dictate the
types of products and
services we seek out or
avoid
Cultural Barriers Cottle-Taylor: Expanding the Oral
Ability to :
International Market Case 2 :
targeting uses Hofstede
information
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
- Salomon: Ch 3
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
International Business
Discussion :
Case 1 :
Making, and Submitting the
Care Group in India
Disney Land Hongkong
Session 2 (09.45-11.45)
External Influences: Family,
References, Group
Discussion from Exercises Findings:
- Reference group : forms of
influence
- Reference group: type of Groups
Preparation Evaluation
Reading textbooks: - Comprehending the role
of Consumer Behavior in
making Strategic Marketing
- Hoyer Ch 2,19,20
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Reading textbooks: - Assignment submission on
time
- Mooij : Ch 1 4
- Participation level during class
- Salomon: Ch 16
discussion
- Kanuk : Ch 4
- Related PowerPoint slides
Assignments
- Case Presentation
Break
Making and Submitting the - Working out Class rooms
Assignment Assignment
- Participation level during class
- Reference group : forms of discussion
influence
- Reference group: type of
Groups
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 Date Outcome(s) Activity(ies) Preparation Evaluation

WEEK 1 Understanding : Session 1 (8.00-09.30) Reading textbooks: - Comprehending the role

Consumer in the marketplace of Consumer Behavior in
the role of consumer - Salomon: Ch 3 making Strategic Marketing
behavior in strategic The role of Consumer Behavior in - Hoyer Ch 2,19,20
and public policy proven by
Business Performance and Strategic
marketing working on the Class rooms
Management
Consumer behavior across Assignment completely and
provinces in Indonesia perfectly

Understanding ; Session 1 ( (8.00-09.30) Reading textbooks: - Assignment submission on

WEEK 9 the connection between New Product Development using time
consumer knowledge and Consumer Knowledge - Hoyer ch 4,5, 8 - Working out Assignment
understanding - Solomon ch 5,6 - Participation level during
The role of memory Discussion : - Hawkins ch 9, class discussion
enhancement in planning Case 3 : - Related PowerPoint slides Ability to :
strategic marketing Nivea (A) - Assess consumer prior
Making, and Submitting the knowledge
Ability to: Assignments - create new knowledgebrand
Assess consumer prior Case Presentation images or personalities, brand
knowledge Consumer Knowledge extensions,
create new knowledge Repositioning - develop exiting knowledge or
brand images or change knowledge through
personalities, brand repositioning.
proven by working on Assignment
extensions,
completely and perfectly
Break

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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
develop exiting knowledge
or change knowledge
through repositioning.
Understanding ;
WEEK 10 the important of role of sensory
perception in planning
marketing stimuli and tactics
Ability to :
to formulate point of
differentiation and better
value proposition
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
Communication Strategy using
Consumer Learning and Memory Model
Exercise Findings Discussion :
Understanding Information
overload,
Appealing to Id, Ego and
Superego
Memory Model and
Promotional Strategies
Session 1 (08.00 AM 09.30AM)
Competitor Analysis and
Positioning using Consumer's
Perception
Discussion :
Case 4 :
Crescent Pure
Preparation
Reading textbooks:
- Salomon: Ch 3
- Hoyer Ch 2,19,20
Making, and Submitting the
Assignments
Assignment :
Appealing to Id, Ego and
Superego
Memory Model and
Promotional Strategies
Reading textbooks:
- Hoyer ch 4
- Solomon ch 5,6
- Related PowerPoint slides
Making and Submitting the
Assignment
- Case Presentation
Break
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Participation level during class
discussion
Ability to :
Make promotion strategies proven
by working on Assignment
completely and perfectly
- Quiz
- Participation level during
class discussion
Page 10 of 26
 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
WEEK 11 Understanding :
Influence of Social group to
the Consumer Value, Need
the Variations in Value
influence consumption
pattern across culture
Ability to :
- Predict the Influence of
Social group to the Consumer
Value, Need and Motivation
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
- Salomon: Ch 3
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
Exercise Findings Discussion :
.The Just Noticeable Difference
. Perceptual Map 2
Session 1 (8.00-09.30)
Communicating Value Proposition
Case 5 :
Product Team Cialis: Getting Ready
to Market
Preparation
Reading textbooks:
- Hoyer Ch 2,19,20
Making and Submitting the
Assignment
1. The Just Noticeable
Difference
2. Perceptual Map 2
Reading
Related PowerPoint slides
Case Presentation
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
- Assignment submission
on time
- Ability to predict
consumer perception and
making perceptual map
proven by working on
Assignment completely
and perfectly
- Assignment submission on
time
- Participation level during
class discussion
Ability to predict
Consumer Value, Need and
Motivation proven by working on
Assignment completely and
perfectly
Break
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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
to buy and consume product
or service
- Make an advertisement
WEEK 12 Understand to :
apply the cognitive response
and high and low effort
thought reactions to change
consumers' attitudes
Ability to :
make the attitude change
strategy to improve
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
Discussion from Exercises Findings:
- Consumer Value, Need and
Motivation
- Need and Motivation
Presentation and Discussion
- Mean End and Analysis
Session 1 (8.00-09.30)
Attitude Change Strategy
Discussion
Case 6 :
PSI India--Will Balbir Pasha Help
Fight AIDS? (A)
Break
Preparation Evaluation
Reading textbooks: - Comprehending the role
of Consumer Behavior in
- Salomon: Ch 3 making Strategic Marketing
- Hoyer Ch 2,19,20
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Making and Submitting the - Assignment submission on time
Assignments - Participation level during class
discussion
Ability to :
Reading, discussing and
- predict the Influence of Social
making Assignments
group to the Consumer Value,
- Consumer Value, Need Need and Motivation
and Motivation proven by working on Assignment
- Need and Motivation completely and perfectly
Reading, discussing and Ability to make the attitude change
making Assignment strategy and proven by working on
- Attitude Change Strategy the Assignment completely and
- case presentation perfectly
Participation level during class
discussion
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 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
consumer perception,
intention, satisfaction and
loyalty
WEEK 13 Understand
How consumer can learn
from experience and
satisfaction, and consumer
loyalty
The ways to faster consumer
adoption
Ability to
- Make communication and
relationship strategy to faster
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
Presentation and Discussion :
Behavioral Learning Classical
and Operant Conditioning
Multi Attribute and Attitude
Change Strategy
Session 1 (8.00-09.30)
Consumer's Experience, Satisfaction
and Loyalty
Dicussion
Case 9 : Carnival Cruise Lines, 2005
Discussion :
1.Consumer Acceptance
2.Opinion Leader and market
Maven
Break
Preparation
Reading textbooks:
- Salomon: Ch 3
- Hoyer Ch 2,19,20
Reading, discussing and
making Assignment
Behavioral Learning
Classical and Operant
Conditioning
Multi Attribute and
Attitude Change Strategy
Reading textbooks:
- Salomon ch 10
- Related PowerPoint slides
Making and Submitting the
Assignment :
1. Consumer Acceptance
2. Opinion Leader and
market Maven
3.Case Presentation
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Case analysis and presentation
Participation level during class
discussion
Homework submission on time
Working out Assignment
Participation level during class
discussion
Ability to
make communication and
relationship strategy to faster
Consumer Acceptance of new
product development, proven by
working on the Assignment
completely and perfectly
Page 13 of 26
 Date Outcome(s)
WEEK 1 Understanding :
the role of consumer
behavior in strategic
marketing
Consumer behavior across
provinces in Indonesia
Consumer Acceptance of
new product development
- Make consumer loyalty
program
-Understanding
read consumers
: experience
through their emotion
The importance of ethical
Marketing strategy and
Consumer Protection
Ability to make an ethical
WEEK 14 Marketing strategy and
Consumer Protection
WEEK `15
Final Term and Ethical Marketing Strategy Project
Activity(ies)
Session 1 (8.00-09.30)
Consumer in the marketplace
- Salomon: Ch 3
The role of Consumer Behavior in
Business Performance and Strategic
Management
Session 2 (09.45-11.45)
Present and Discuss Consumer DNA
Experience
Session 1 (8.00-09.30)
Ethical Marketing and Consumer
Protection
Session 2 (09.45-11.45)
Discussion :
Case 7
Marketing and Ethic
Preparation
Reading textbooks:
- Hoyer Ch 2,19,20
Reading textbooks:
- Colin Shaw, 2007
- Related PowerPoint slides
Making and Submitting the
Assignment :
Consumer DNA Experience
Reading, discussing and
making Assignment
Break
Reading, discussing and
making Assignment
1. case presentation
Evaluation
- Comprehending the role
of Consumer Behavior in
making Strategic Marketing
and public policy proven by
working on the Class rooms
Assignment completely and
perfectly
Participation level during class
discussion
Ability to
read consumers emotion proven by
presented video
- Homework submission on time
- Participation level during class
discussion
Ability to make ethical Marketing
strategy and Consumer Protection
, proven by working on the
Assignment completely and
perfectly
Page 14 of 26
Page 15 of 26
6. Lecturer Profile
Name: Mustika Sufiati Purwanegara

E-mail: mustika@sbm-itb.ac.id

About me:

Mustika Sufiati Purwanegara was graduated from industrial engineer ITB. In the early time of her career
she worked in several manufacturers. During her study in State University of Ghent Belgium, she was a
Researcher in Food Quality and Quality Management (1989-and 1992) and Consumer Behavior (1993-
1997). She received Doctorate Degree (1997). When she was working as a consultant in the Bureau of
Economics of the Government of West Java Province and the West Java ProBuild (Promotion and
Networking Businesses, 1997-2003), she conducted Marketing Research for distinctive products
produced by West Javas small-medium scale enterprises, national and internationally.

She had teaching experience in several Universities before working as a Faculty Member in SBM ITB.

Recently, she is a Head of Business Strategy and Marketing Research/ Sub Interest Group. She is a
member of Academy of Marketing Science (AMS), Korean Academy of Marketing Science (KAMS) ,
Association for Consumer Research (ACR) and VIP member of Global Alliance of Marketing and
Management Association (GAMMA). She broadens her horizons in Consumer Behavior Research and
Strategic Marketing by participating in International Conferences organized by AMS, KAMS and GAMMA,
namely World Marketing Conference and Global Marketing Conference every year.

And what is more than only her experience in giving consultation service to businesses, how grateful she
is to have opportunity to make research together with her students, who have come from various
education background and occupations. By these collaboration, she has more experience in Consumer
Behavior research across sectors (food, handy craft, medical, bank, telecommunication, higher
education, services, fashion, FMCG) , several marketing media (TV, printed and digital) that have been
carried out by diverse methodology, qualitative as well as quantitative. On top of that, research with a
young SBMs students always provides her fresh ideas and new trend in market place.

She has deep interest in researching Consumer Culture, Business to Business Relationship, Neuro
Marketing, Digital Marketing, Demarketing and Public Policy. Besides Lecturing and researching, she likes
to share her knowledge and experience by providing training, consultation and market research for
companies and communities.
7. Grading
Please mention how grading is determined within this course. It should be based on the
evaluation you specified in the course plan above.

Example:

Item Weight
Quiz 10%
Individual class participation 10%
Group assignment 20%
Group Project 30%
Individual Mid Test 15%
Individual Final Test 15%
TOTAL 100%

8. Students Guidance
In order to succeed, students are advised to do the followings:
1. Allocate sufficient time for self-preparation
2. Discuss concepts and cases with their syndicate
3. Elaborate practical cases apart from cases given
4. Have a proper notes of all lecture
5. Contribute actively in the class

9. References
Please mention main references that you use in this course. Make sure that they are
available for students at MBA ITB library. If not sufficient, please ask the librarian to
order it for you.

Main text book:

1. Consumer behavior and Culture, Consequences for Global Marketing and

Advertising,2nd Ed,2011,Marieke de Mooij, SAGE
2. Consumer Behavior, 4thEd., 2007, Hoyer/MacInnis, Mc Graw Hill
3. Consumer Behavior - Buying, Having, and Being , 7th Ed., 2007, Michael R. Solomon
4. Consumer Behavior, 10th Ed, 2007, Hawkins, Mothersbaugh, and Best, Mc Graw Hill
5. Shopper, Buyer, and Consumer Behavior, 4thEd., 2009, jay D. Linquist, M Joseph Sirgy,
Atomic Dog
6. Consumer Behavior, 9th Ed., 2007, Leon Schiffman /Leslie Lazar Kanuk

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 7. Critical Thinking in Consumer Behavior: Cases and Experiential Assignments, 2010, Judy
Graham, Pearson Consumer Behavior, 14th Ed.,2006, J.F Blackwell, R.D Miniard

Supporting text:

8. Bridging the Cultural Gap, a Practical Guide to International Business Communication, ,

2006,Penny Carte and Chris Fox, Canning , London and Philadelphia
9. The DNA of Costumer Experience: How Emotions Drive Value, Colin Shaw, 2007
10. Marketing and Consumer Behavior in East and South East Asia,1998, Anthony Pecotich,
Clifford J Shultz, Mc Graw Hill
11. Emotion and Reason in Consumer Behavior, 2006,Arjun Chaudhuri, Elsevier

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