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Program Title: Postgraduate – Marketing Studies and Actions
COURSE SYLLABUS : CUSTOMER BEHAVIOR
I. Module Information:
Program Title: Postgraduate – Marketing Studies and Actions
Module Title: Customer Behavior
Module Code:
Credit number:
Lecture: 10,5 hours
Pre-requisite(s): None
Other requirements: None
III. Main aim(s) of the module
At the end of this module, students will be able to:
- Have in-depth knowledge of individual and organizational consumer behavior
- Make the most effective marketing decisions.
The subject includes the basic contents such as:
- Consumer behavior (nature, related concepts);
- The factors affecting consumer behavior;
- The steps in the consumer buying decision process;
- Analyze some typical consumer behaviors;
Some characteristics of Vietnamese consumer behavior;
- Apply consumer behavior analysis in strategic planning and marketing mix.
IV. Module’s description
Topic 1: Theoretical basis of consumer behavior
Topic 2: Basic processes in consumer behavior
Topic 3: Internal and external factors influencing consumer behavior
Topic 4: Steps in the customer buying decision process
Topic 5: Customer behavior research and marketing application
Topic 6: Customer awareness
Topic 7: Customer attitude and related factors
Topic 8: Choosing where to sell and buying and selling
V. Reading and resources for the module
Lecture notes of lecturers
1. Michael R. Solomon (2011). Consumer behavior: Buying, Having, and Being.(Global Edition). Pearson, 14(2), 116-124.
2. Stephens, D. L. (2017), Essentials of Consumer Behavior, Taylor & Francis.
The course is the combination of lecture hours and in-class discussions. Group study is an important class activity, thus students will be divided into groups at the first lecture, and all groups will be working together throughout the course.
VI. Evaluation
- Attendance: 10%
- Group assignment: 30%
- Final-term: Presentation 60%
