School of Media Studies

Diploma in Media and Communication Home Semester & Subjects Calendar & Timetable Video Seminars Other Subjects 1. MCG101 Presentation Skills 2. MCG102 Foundation In Media Studies 3. MCP101 Principles of Public Relations 4. MCJ101 Writing For Media 5. MCG103 Business Communication 6. MCG201 Introduction to Business 7. MCA201 Principles of Advertising 8. MCG202 Principles of Marketing 9. MCG203 Script Writing 10. MCG204 Mass Media & Society 11. MCJ301 Print Journalism 12. MCB301 Broadcasting (Radio, TV and Internet) 13. MCP301 Public Relations Research And Evaluation 14. MCG301 Multimedia 15. MCA301 Media & Advertising 16. MCP401 Public Relations Processes & Strategies 17. MCJ401 Broadcast Journalism 18. MCG401 Management 19. MCB401 Elements of TV & Film Production Skills 20. MCG402 Consumer Behaviour 21. MCG501 Internship 22. MPW1113/MPW1123 Bahasa Kebangsaan A/B 23. MPW1133 Malaysian Studies 24. MPW1143/MPW1153 Moral/Islamic Studies 25. MCJ601 Multimedia Journalism 26. MCG601 Fundamentals of Media Research 27. MCG602 Organisational Behaviour 28. MCG603 Media Law 29. MCG604 New Communications Technology Programs Offered 1. Higher Group Diploma in Marketing, Advertising, Public Relations, and Selling and Sales Management 2. Diploma in Media and Communication » All stamfordonline Courses

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SUBJECT CODE	: MCG402
SUBJECT NAME	: CONSUMER BEHAVIOUR
SEMESTER	: 4
CREDIT HOURS	: 3
SCHOOL	: School of Media Studies
COURSE	: Diploma / Diploma in Media and Communication

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Lecture Notes :
Past Exam Paper :
Syllabus :	MCG402SY81

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OBJECTIVES
The objectives of the course are to enable students to 1. Understand the concept of consumer behaviour. 2. Understand the multidisciplinary nature of consumer behaviour. 3. Learn the applications of consumer behaviour in society for effective marketing.

LEARNING OUTCOME
At the end of the course, students will be able to: 1. Formulate solutions to case studies, practical examples and excercises on the consumer buying process. 2. Apply theories of consumer buying behaviour to develop a model of a chosen consumer-buying situation. 3. Demonstrate the importance of perceptions, attitudes and culture with illustration on how these may impact on consumer behaviour. 4. Identify and evaluate models of consumer behaviour by identifying approaches and theories of consumer behaviour in terms of individuals and markets. 5. Identify and apply methods of establishing customer satisfaction levels.

SYNOPSIS

This unit is to identify the major psychological and sociological elements behind consumer behaviour. The behaviour includes those involved with the acquisition, use and disposal of goods and services. The development of consumer and popular culture as well as fashion systems will also be studied.