Brief Course Description
1. Course Title:
(EN) Marketing Research & Consumer Behavior
2. Language of Instruction:
Tiếng Anh
3. Course Code:
MED548079
4. Credits:
3
5. Course Objectives:
The course is to help students understand the basic concepts and research methods in marketing, as well as grasp the factors influencing consumer behavior. The course provides knowledge on market research techniques, consumer behavior analysis, and the psychological and social factors that impact consumer purchasing decisions. Students will be equipped with skills to collect and analyze data, gain insights into modern consumer trends, and apply these findings to develop effective marketing strategies.
6. Brief Description of Course Content:
This course has two goals
- This course provides knowledge on how to understand the needs and wants of the market. Marketing research provides information that underlies managerial decisions.
- This course provides theoretical and conceptual knowledge of consumer behavior, including the psychology of decision making and individual choice, the behavioral patterns exhibited by consumer groups, as well as social and cultural influences on consumer attitudes and behaviour.