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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 5 / Consumer Behaviour

B.A. in Multimedia and Mass Communication Consumer Behaviour Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Consumer Behaviour Syllabus.pdf
Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Consumer Behaviour

Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I

  • 1 INTRODUCTION TO CONSUMER BEHAVIOUR
  • 1 Need to study Consumer Behaviour.
  • 2 Psychological & Sociological dynamics of consumption.
  • 3 Consumer Behaviour in a dynamic & digital world
  • 2 MARKETING & CONSUMER BEHAVIOUR
  • 1 Segmentation Strategies – VALS
  • 2 Communication process.
  • 3 Persuasion - Needs & Importance. ELM. Persuasive advertising appeals.

Module II

  • 1 PSYCHOLOGICAL DETERMINANTS & CONSUMER BEHAVIOUR
  • 1 Motivation – Types & Theories – Maslow.
  • 2 Attitude – Characteristics – Theories
  • – Tricomponent.
  • 3 Multiattitude Model.
  • 4 Cognitive dissonance.
  • 5 Personality - Facets of personality.
  • i Theories – Freud & Jung. ii. Personality traits & consumer behaviour. iii. Self-Concept.
  • Application of these theories in the marketing and consumer behaviour.

Module III

  • 1 RELEVANCE OF LEARNING IN CONSUMER BEHAVIOUR
  • 1 Perception - Elements in perception.
  • a Subliminal perception.
  • b Perceptual Interpretation – Stereotyping in advertising.
  • 2 Learning – Elements in Consumer Learning.
  • 3 Behavioral & Classical Theory.
  • 4 Cognitive Learning.

Module IV

  • 1 SOCIO - ECONOMIC& CULTURAL DETERMINANTS OF CONSUMER BEHAVIOUR
  • 1 Family - Role of family in Socialization & Consumption – FLC.
  • 2 Culture – Role & Dynamics.
  • i Subculture & its influence on consumption. ii. Changing Indian core values. iii. Cross culture consumer perspective.
  • 3 Social group- primary and secondary and the role of Reference group & Consumer Behaviour.
  • 4 Economic- social class as the economic
  • 5 determinants of consumer behaviour

Module V

  • 1 CONSUMER DECISION MAKING.
  • a Process of decision making.
  • b Models of decision making.
  • c Opinion Leadership.
  • 2 Diffusion & Adoption Process.
  • a Process of decision making.
  • b Models of decision making.
  • c Opinion Leadership.
  • 3 Diffusion & Adoption Process.

Reference Book

  • Leon. Schiffman, Joseph Wiserblit, S.Ramesh Kumar – Consumer Behaviour.
  • Pearson 11 th Edition.
  • David.L.Louder, Albert Jdello Bitta, Consumer Behaviour- Concepts & Applications. Mcgrow Hill.
  • Ramaniy Majumdar, Consumer Behaviour, Insights from Indian Market. Ph I Learning Pvt Ltd . Delhi.

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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