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CONSUMER
BEHAVIOR
Introduction
In this lesson,
we will go
through
[Link] Overview
[Link] Method
[Link] Formation
4.Q&A
Course Overview
Course name: Consumer
behavior
Number of credits: 3
Faculty: Marketing
Instructor:
Nguyen Hoang Giang
Email: giangnh@[Link]
phone number: 038 8648 608
Course Overview
Lecture: 34h
In class discussion & practice:
10h
Individual reading: 1h
Course Overview
This course aims to provide students with a more
comprehensive view regarding final consumers.
Students will learn how to look deeper into
consumers’ world by focusing on the
psychological, sociological, and cultural aspects
of consumption.
Subject Outline
Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior
Chapter 2: Consumer Well-Being
Chapter 3: Perception
Chapter 4: Learning and Memory
Chapter 5: Motivation and Affect
Chapter 6: The Self: Mind, Gender and Body
Chapter 7: Personality, Lifestyles, and Values
Chapter 8: Attitudes and Persuasive Communications
Subject Outline
Chapter 9: Decision Making
Chapter 10: Buying, Using, and Disposing
Chapter 11: Group Influences and Social Media
Chapter 12: Income and Social Class
Chapter 13: Subcultures
Chapter 14: Cultures
Subject Structure
Foundations
Social and
Cutural Internal
Settings Influences
Choosing
and Using
Products
Resources
Required Textbooks
Solomon, M.R. (2016), Consumer Behavior: Buying, Having, and Being, 12th
edition, Pearson
Suggested Textbooks
Parsons, E., Maclagan, P. and Chatzidakis, A. (2018), Contemporary Issues in
Marketing and Consumer Behavior, Routledge.
Hawkins, D. I. and Mothersbaugh, D. L. (2013), Consumer Behavior: Building
Marketing Strategy, McGraw-Hill.
Asessment
method
Class participation/In class activities: 10%
Midterm exam (individual): 10% (week 7-9)
Group assignment: 30%
Report: 20%
Presentation: 5%
Reflection: 5%
Final exam (individual): 50%
Asessment
method
Class participation
Punctual and regular attendance is a minimum expectation for this
course. The students must not be absent more than 20% of total
scheduled learning slots. Key takeaway note must be submitted in the
last 15 minute of every class to check attendance or get bonus point.
Midterm exam
In the week 7-9, students will be given a case study/a scenario with some
relevance to the consumer behavior topics being discussed, and be asked
to discuss or explain their point of view in a limited amount of class time.
Asessment
method
Group Assignment
This assignment encourages students to apply knowledge and develop
skills in consumer behavior in a real case to become familiar with the
reality of consumer behavior activities. The group research assignment
requires student to work with other members in an assigned group to
conduct a real market research project and present a report.
Group
Assignment
Report (group)
• Size: no less than 3,000 words
• Read the marking criteria to guide your work
• Use of academic literature is necessary for a satisfactory mark
• Primary research is desired but not required
• Plagiarism is penalised (attention to material used in other subjects
too; once plagiarism is detected, the whole group is implicated)
Presentation: 10 minutes per group, everyone has to present Reflection
(individual)
Groups
We will ask you to form groups of 3-4 members
Peer Evaluation at the end of term
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THANK YOU
Q&A