Brief Course Description
1. Course Title:
Consumer Behavior
2. Language of Instruction:
Tiếng Anh
3. Course Code:
MAR201
4. Credits:
4
5. Course Objectives:
The unit is designed to equip students with knowledge relating to the theoretical basis and applications of consumer behavior for marketing strategies.
The unit:
Examines the decision-making processes that individuals, groups, and organizations go through when spending resources on consumption
Analyses the determinants of consumer behavior and links behavioral concepts to marketing strategies
Considers the implications of consumer behavior insights for marketing strategies
Emphasizes on developing critical thinking and research skills which allow participants to understand consumer behavior data and translate consumer behavior theories into marketing management actions
Explores ethical issues in using consumer behavior data and theories in building marketing strategies
6. Brief Description of Course Content:
The unit is designed to equip students with knowledge relating to theoretical basis and applications of consumer behavior.
The unit:
- examines the decision-making processes that individuals, groups and organizations go through when spending resources on consumption
- analyses the determinants of consumer behavior and links behavioral concepts to marketing strategy
- considers the implications of consumer behavior insights for marketing strategy
The unit should be considered as a supporting base of knowledge and skills for preceeding courses in areas that relate to consumer behaviour insight examination and analysis (e.g. Strategic Marketing Management, Digital Marketing, Marketing Communication).