This is a compulsory course for Bachelor Accounting students. The aim of this course is to provide knowledge

on the functions of accounting information systems in today’s business environment. Accountants should employ

 advanced information and communication technology (ICT) in their profession. The objective of this course is

 to make students, an efficient and reasonably sophisticated user of ICT in accounting practice.


1.

NAME OF COURSE  / MODULE

KELAKUAN PENGGUNA (CONSUMER BEHAVIOUR)

2.

COURSE CODE

MCG3013

3.

NAME(S) OF ACADEMIC STAFF

Dr Nuradli Ridzwan Shah Bin Mohd Dali

4.

RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME

This course is a foundation for students to understand the influential of marketing in consumers purchasing decision (behavior or reaction) in the market systems.

5.

SEMESTER & YEAR OFFERED

Semester 2/ 2013

6.

TOTAL STUDENT LEARNING TIME (SLT)

 

 

Face to face:

 

L

T

P

O

28

26

-

5

 

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

 

120

7.

CREDIT VALUE

120/40= 3 (3 credit); 2+2

8.

PREREQUISITE (IF ANY)

Nil

9.

OBJECTIVES

  1. Equip the students with the knowledge on various consumer behaviours perspectives
  2. Expose to the students the process of consumers decision making
  3. Identify factors influencing consumer behaviours and utilize this knowledge in marketing of product and services

 

10.

LEARNING OUTCOMES

At the end of the course, learners will be able to:

  1. apply the basic theories and principles of consumers behavior (LO1, C3)
  2. state the decision making process by consumers (LO2, P3)
  3. construct customer segmentation that will assist entrepreneur in understanding consumer behaviour (LO8-ES1, C3)

 

11.

TRANSFERABLE SKILLS

Enhance the ability of students to understand the behavior of consumers in the market through a process of lectures, tutorial and group assignment.

12.

TEACHING-LEARNING AND ASSESSMENT STRATEGY

Teaching-learning strategy:

  • The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

 

Assessment strategy:

  • Formative
  • Sumative

 

13.

SYNOPSIS

Consumer behaviour is one of marketing discipline’s main components. Majority of the present marketing approaches stems from in depth understanding of consumers and their behaviour. This course provides comprehensive understanding of the product/service adoption process, consumer decision process, consumption and disposal of product/service by consumers. Application of the marketing mix to consumer behaviour will also be discusses. Students will also be exposed to case studies in order for them to appreciate the subject matter and hope the students will learn to develop interest in the marketing discipline.

14.

MODE OF DELIVERY

Lectures and tutorial (SCL)

To equip graduates with the soft skills ability in the process of developing their professional abilities and competencies.

It is hoped that ICS will stimulate the thinking skills, analytical skills and application of knowledge of accounting,

 business and economics in problem solving and decision making processes.


 Strategic management focuses on organization as a whole and its transactions with its environment. This course being a capstone course integrates functional courses in marketing, accounting, finance, management, production/operations management, information system and economics.