Brief Course Description
1. Course Title:
Consumer Behavior, Digital Buyers
2. Language of Instruction:
Vietnamese
3. Course Code:
CON603035
4. Credits:
3
5. Course Objectives:
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.