Brief Course Description
1. Course Title:
Marketing Research & Consumer Behavior
2. Language of Instruction:
Tiếng Việt
3. Course Code:
MED548012
4. Credits:
3
5. Course Objectives:
The course "Marketing Research and Consumer Behavior" aims at two main objectives:
Providing students with knowledge on understanding consumer needs and desires, while using marketing research as a foundation for management decisions.
Equipping students with theoretical knowledge and concepts of consumer behavior, including psychological processes in decision-making, consumer behavior models, as well as the social and cultural influences that impact consumer attitudes and behavior.
Additionally, practical case studies, essential skill sets, and modern tools are integrated throughout the course, forming a strong foundation for students to seamlessly combine foundational knowledge with modern tools in consumer behavior analysis.
6. Brief Description of Course Content:
The course "Marketing Research and Consumer Behavior" covers the following key topics:
Explanation of fundamental concepts of market research, factors influencing consumer behavior (psychological, social, and cultural), the consumer decision-making process, methods for collecting and analyzing market research data, and how to apply analysis results to make marketing decisions.
Students will also conduct market research projects and present their findings.
This course serves as a foundation for subjects related to marketing, market research, and business management. In addition to providing in-depth knowledge of consumer behavior, students will learn how to analyze data and develop marketing strategies based on that analysis.
The course supports the development of market research and analytical skills, familiarizing students with the decision-making process in businesses and preparing them for advanced courses on marketing strategy and management.