UiTM Curriculum Management

1.1) 1.1 What is Consumer Behavior
1.2) 1.2 Consumers’ Impact on Marketing Strategy
1.3) 1.3 Marketing’s Impact on Consumers
1.4) 1.4 Business Ethics (Marketer Ethics)
1.5) 1.5 The Dark Side of Consumer Behavior

2.1) 2.1 Sensation
2.2) 2.1.1 Hedonic Consumption
2.3) 2.1.2 Sensory Marketing
2.4) 2.2 Stages of Perception
2.5) 2.2.1 Exposure
2.6) 2.2.1.1 Sensory Thresholds
2.7) 2.2.1.2 Subliminal Perception
2.8) 2.2.2 Attention
2.9) 2.2.2.1 Multitasking
2.10) 2.2.2.2 How Do Consumer Choose What to Pay Attention to
2.11) 2.2.2.2.1 Personal Selection Factors
2.12) 2.2.2.2.2 Stimulus Selection Factors
2.13) 2.2.3 Interpretation
2.14) 2.2.3.1 Stimulus Organization
2.15) 2.2.3.2 Interpretational Biases
2.16) 2.2.3.3 Semiotics
2.17) 2.2.3.4 Perceptual Positioning

3.1) 3.1 How Do Consumers Learn
3.2) 3.1.1 Behavioral Learning Theories and Its Marketing Applications
3.3) 3.1.1.1 Classical Conditioning
3.4) 3.1.1.2 Instrumental Conditioning
3.5) 3.1.2 Cognitive Learning Theory and Its Marketing Applications
3.6) 3.1.2.1 Observational Learning
3.7) 3.1.3 How Do We Learn to Be Consumers
3.8) 3.1.3.1 Consumer (Children) Socialization Sources
3.9) 3.1.3.2 Stages of Children Turning into Consumer (A Consumer is Born)
3.10) 3.1.3.3 Stages of Children Cognitive Development
3.11) 3.2 Memory
3.12) 3.2.1 How Our Brain Encode Information
3.13) 3.2.2 Memory Systems
3.14) 3.2.3 How Our Memory Store Information
3.15) 3.2.4 How We Retrieve Memories When We Decide What to Buy
3.16) 3.2.5 What Makes Us Forget
3.17) 3.2.6 Bittersweet Memories: Marketing Power of Nostalgia

4.1) 4.1 Understanding Motivation (Why Consumers Do What They Do)
4.2) 4.1.1 Motivation Process
4.3) 4.1.2 Motivational Strength
4.4) 4.1.2.1 Drive Theory
4.5) 4.1.2.2 Expectancy Theory
4.6) 4.1.3 Motivational Direction
4.7) 4.1.3.1 Needs versus Wants
4.8) 4.1.3.2 Motivational Conflicts Impact on Consumer Purchase Decision
4.9) 4.1.4 Classification of Consumer Needs to Explain Consumer Behavior
4.10) 4.1.4.1 Maslow’s Hierarchy of Needs Theory
4.11) 4.1.4.2 Specific Needs - Achievement, Affiliation, Power, Uniqueness

5.1) 5.1 Personality Influences Consumer Responses to Marketing Stimuli
5.2) 5.1.1 Personality Theories and its Marketing Applications
5.3) 5.1.1.1 Freudian Theory
5.4) 5.1.1.2 Neo-Freudian Theories
5.5) 5.1.1.2.1 Karen Horney
5.6) 5.1.1.2.2 Carl Jung
5.7) 5.1.1.3 Trait Theory
5.8) 5.1.1.3.1 Big Five Personality Dimensions
5.9) 5.1.2 Brand Personality
5.10) 5.1.2.1 Jennifer L. Aaker’s Brand Personality Dimensions
5.11) 5.2 Lifestyles Defines Consumer Identity
5.12) 5.2.1 Lifestyle Marketing Perspective
5.13) 5.2.1.1 Consumption Style
5.14) 5.2.2 Lifestyle Marketing Strategy
5.15) 5.2.2.1 Product Complimentary and Co-Branding Strategies
5.16) 5.2.2.2 Psychographics Segmentation

6.1) 6.1 Attitude
6.2) 6.1.1 The functional theory of attitudes (How Attitudes Facilitate Behavior)
6.3) 6.1.2 ABC Model of Attitudes and Hierarchies of Effects
6.4) 6.1.3 How Do We Form Attitudes
6.5) 6.1.3.1 All Attitudes Are Not Created Equal
6.6) 6.1.3.2 Consistency Principle
6.7) 6.2 Persuasive Communication (How Do Marketers Change Attitudes)
6.8) 6.2.1 Psychological Principles Influencing Attitudes
6.9) 6.2.2 Tactical Communications Options to Change Attitudes
6.10) 6.2.2.1 Interactive Marketing Communication
6.11) 6.2.2.2 The Source
6.12) 6.2.2.3 The Message
6.13) 6.2.2.4 New Message Formats (Social Media Revolution)
6.14) 6.2.2.5 Types of Message Appeals

7.1) 7.1 Categories of Consumer Decision Making
7.2) 7.1.1 Cognitive Decision Making
7.3) 7.1.1.1 Steps in Cognitive Decision Making Process
7.4) 7.1.1.2 Online Decision Making
7.5) 7.1.1.3 How Do We Put Products into Categories
7.6) 7.1.2 Habitual Decision Making
7.7) 7.1.2.1 Priming and Nudging
7.8) 7.1.2.2 Heuristics: Mental Shortcuts
7.9) 7.1.3 Affective Decision Making
7.10) 7.1.3.1 Emotions and Consumption
7.11) 7.1.3.2 Positive and Negative Affect
7.12) 7.1.3.3 How Social Media Tap into Our Emotions
7.13) 7.2 Family Decision Making
7.14) 7.2.1 Specific Roles in Collective Decision Making
7.15) 7.2.2 How Family Decide
7.16) 7.2.2.1 Basic Types of Family Decision Making
7.17) 7.2.2.2 Factors Determining How Much Family Decision Conflict There Will Be
7.18) 7.2.2.3 Decision Maker in a Family - Joint Decision Makers (Husband and Wife), The Wife, The Husband

8.1) 8.1 How Social Power of Groups Influence Decisions
8.2) 8.2 Reference Groups
8.3) 8.3 How Word-of-Mouth (WOM) Communication Influences Decisions
8.4) 8.3.1 Buzz Building
8.5) 8.3.2 Benefits of WOM
8.6) 8.3.3 Negative WOM (Power of Rumors)
8.7) 8.4 Opinion Leadership
8.8) 8.4.1 Profile of Opinion Leaders
8.9) 8.4.2 How Influential Is an Opinion Leader
8.10) 8.4.3 Types of Opinion Leaders
8.11) 8.5 How Social Media Revolution Influence Decisions
8.12) 8.5.1 Online Community
8.13) 8.5.2 Digital WOM
8.14) 8.5.3 Online Opinion Leaders

9.1) 9.1 Income and Consumer Identity
9.2) 9.1.1 To Spend or Not to Spend
9.3) 9.1.1.1 Consumer Confidence
9.4) 9.1.1.2 Income Inequality and Social Mobility
9.5) 9.1.1.3 Income-Based Marketing
9.6) 9.2 Social Class and Consumer Identity
9.7) 9.2.1 Dominance-Submission Hierarchy
9.8) 9.2.2 Social Stratification
9.9) 9.2.3 Components of Social Class
9.10) 9.2.4 Social Class Around the World
9.11) 9.2.5 Status Symbols

10.1) 10.1 Subcultures and Consumer Behavior
10.2) 10.1.1 Ethnic and Racial Subcultures
10.3) 10.1.2 Religious Subcultures
10.4) 10.1.3 Family Unit and Age Subcultures
10.5) 10.1.3.1 Family Structure
10.6) 10.1.3.2 Age Cohorts
10.7) 10.1.3.3 Children as Consumers-in-Training
10.8) 10.1.3.3.1 Types of Children’s Market
10.9) 10.2 Culture and Consumer Identity
10.10) 10.2.1 Cultural Systems
10.11) 10.2.2 High and Low Culture
10.12) 10.2.3 Myths
10.13) 10.2.4 Rituals
10.14) 10.2.5 Global Consumer Culture
10.15) 10.2.5.1 Adopting a Standardized versus Localized Strategy
10.16) 10.2.5.2 Cross-cultural Values Relevant to Marketers
10.17) 10.2.5.2.1 Hofstede Dimensions of Cross-cultural Values