UEH Standard Programs

Consumer Behaviour in Digital Era

Tiếng Việt

MAR503252

3

This course provides a theoretical basis for understanding the field of consumer behavior, drawing on disciplines such as social psychology, sociology, economics, and cultural anthropology. It helps students appreciate the consumer as a central element in marketing strategy and encourages an appreciation of consumer behavior theories and models as conceptual analytical tools. The course considers external influences on consumer behavior such as culture, social class, and reference groups, as well as internal individual differences such as personality, motivation, emotion, memory, and learning. These factors are manifested in attitudes, perceptions, purchase decisions, and consumption rituals and experiences. The course encourages students to apply theoretical concepts to explain behavior in a variety of marketing situations. Students are also encouraged to integrate these concepts into a framework that includes both the micro (individual consumer) and macro (market) environments, as well as influencing factors and trends

The course provides the basics of consumer needs, behavior and decision-making, from understanding consumers to help students analyze marketing opportunities, market segments and determine target market with proposed marketing mix solutions (product, price, distribution, promotion) to achieve marketing results