Brief Course Description
1. Course Title:
(EN) Consumer behavior, digital buyers
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BUS603020
4. Credits:
3
5. Course Objectives:
This course provides a theoretical foundation for understanding consumer behavior, drawing from disciplines such as social psychology, sociology, economics, and cultural anthropology. It highlights the consumer's central role in marketing strategy and explores consumer behavior theories and models as analytical tools. The course examines both external influences (culture, social class, and reference groups) and internal factors (personality, motivation, emotion, memory, and learning) that shape attitudes, perceptions, purchase decisions, and consumption experiences. Students will apply these concepts to real-world marketing situations, integrating them into a comprehensive framework that considers both micro (individual consumers) and macro (market environments) while analyzing key influencing factors and emerging trends.
6. Brief Description of Course Content:
Course Structure
Part 1: Foundations of Consumer Behavior
Introduces the fundamental concepts of consumer behavior, including purchasing, acquiring, and being, while exploring consumer development and welfare in society.
Part 2: Internal Influences on Consumer Behavior
Examines internal factors shaping consumer behavior, such as perception, learning and memory, motivation, and emotion, along with individual differences including mind, gender, and body. It also explores personality, lifestyle, and values in consumer decision-making.
Part 3: Product Selection and Use
Focuses on consumer product choice and usage, covering attitudes, persuasive media, decision-making processes, and behaviors related to product purchase, use, and disposal.
Part 4: Consumers in Social and Cultural Contexts
Analyzes the impact of social groups, social media, income, social class, subcultures, and broader cultural influences on consumer behavior.