Consumer Behavior

CONSUMER BEHAVIOR

Course Code: BUS1202

Course duration: 03 credits

Course prerequisites: Basic Marketing

Lecturer in charge: PhD. Vo Thi Ngoc Thuy

Supporting lecturer: MBA. Nguyen Khanh Trung

Course reference:

Michael R. Solomon (2016), Consumer Behavior: Buying, Having and Being, Pearson Eds, 12th Ed.

          The textbook provides basic to advanced knowledge in the field of customer behavior. Many real situations are given as examples and discussions. The textbook has been used in programs in many countries around the world.

More References:

1. Paco Underhill (2008), Why We Buy, The Science of Shoping – Updated and Revised for the Internet, the Global Consumer, and Beyond, Pearson Eds.

          The book presents important insights into customer behavior in the technological age. Many real-life cases are presented and discussed in depth.

          This book complements Michael R. Solomon's textbook on global consumer behavior.

2. Vu Huy Thong (2010), Textbook: Consumer Behavior, National Economics University Publiser.

          This textbook gives readers access to basic knowledge about customer behavior that has been drawn by the author, selected from various references in the world. The curriculum adds illustrations related to the Vietnamese market.

3. Rober B. Cialdini (2012), Influence: The Psychology of Persuation, translated and published by Labor and Social Publisher.

          The content of the book analyzes the motivations for customers to agree to buy and the secrets for entrepreneurs to take them to this point. From many practical observations, the author has summarized the actions and words that have the potential influence over the customer’s needs and wants.

4. Fons Trompenaars & Charles Hampden-Turner (2006), Conquering the Cultural Tide, Knowledge Publisher.

COURSE GOALS:

     The course aims to equip students with the knowledge and skills to identify and understand the factors that influence the psychology and behavior of clients, the relationship between them, understand the customer purchase decision process, from then applied to positioning and customer segmentation. In addition, the course also equips students with the knowledge, psychology and customer behavior after purchasing or using the product / service.

     At the end of this course, students' knowledge is evaluated according to the output standards of customer behavior that is the standard output of the business administration subject. Response levels are classified on the 6-level scale of Benjamin S. Bloom (1956).

Course Description

     Customer behavior research is the decisive stage in determining the consumer's needs to help the businesses select the right target audience and position the product/brand in the market and select effective strategies and plans in Marketing as well as production and business. Studying customer behavior after the purchase process determines the effectiveness of customer retention strategies, customer loyalty, and return business. The best approach for students to gain knowledge and practice in this subject is the method of reasoning, that is, students listen to the topic presentation from the lecturer and then infer the problem to capture, and know how to re-ask the questions to clarify or develop the problem the lecturer presents and practice in a real situation. This course will help the learner to identify and assess client psychology and behavior, learn how to learn and research the psychology and behavior of clients for a particular brand or product or service; then locate the right brand, product / service in the market, identify the right target and potential customers. Accordingly, the learner will apply to practical work such as developing strategies and marketing plans in accordance with the target psychology and consumer behavior, as well as potential customer segments.

With the above content, this course is not only for those who want to study and practice in depth customer behavior research and/or market research, but also for everyone who is and will be a low-level manager in business such as label management assistant or label leader, and reinforces background knowledge for senior marketing managers who have not yet seen previous versions.

EXPECTED LEARNING OUTCOMES

CRITERIA

CODE

EXPECTED LEARNING OUTCOMES

CAPACITY

KNOWLEDGE

1.1.1.1

Have a scientific methodology for solving economic and business problems

 

1.1.1.3.

Have knowledge of social sciences and humanities to solve organizational and management issues

 

1.1.2.3.

Ability to understand and systematize basic knowledge in economics and business

 

1.1.3.2.

Have a basic knowledge of the principles of governance, the theory of competition, production, investment, distribution of products and customers

 

1.1.3.4.

Ability to apply knowledge to criticize and build business strategy

 

SKILLS

2.2.1.1.

Ability to identify problems in management, production, business

 

2.2.1.2.

Ability to evaluate, analyze, synthesize and provide solutions

 

2.2.2.1.

Ability to form ideas, plan and organize business management activities

 

2.2.2.2.

Ability to evaluate alternatives, projects, policies on business

 

2.2.3.4.

Ability to analyze matrix and choose reasonable solution in management

 

2.2.4.1.

Ability to be aware of one's own characteristics, personalities and knowledge

 

2.2.4.3.

Ability to update market information and capture business opportunities

 

2.3.1.3.

Ability to communicate in writing and multimedia communication

 

2.3.1.5.

Ability to listen and critical thinking

 

2.3.2.4.

Have teamwork skills

 

attitudes

3.4.1.4.

Able to be aware of current issues

 

3.4.1.5.

Capable of developing a global perspective

 

3.4.3.2.

Ability to self-study and update new knowledge into business

 

3.4.3.4.

Ability to use methods, tools for self-study

 

3.4.3.5

Ability to grasp and apply new technology to meet career goals

 

 

COURSE ASSESSMENT

ASSESSMENT TYPES

ASSESSMENT EVIDENCE

COURSE LEARNING OUTCOME

PERCENTAGE (%)

 

 

 

 

ASSESSMENT OF THE PROCESS (10%)

GROUP DISCUSSION

From the second session, before starting of a new session, a group summarizes the knowledge and skills learned in the previous session by their understanding, applying a practical situation to the business

10%

Show the right and important knowledge learning

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4

50%

Identify the correct situation related to knowledge understanding

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5

20%

Resolve the right situation

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4

20%

Evaluate the presentation, interactions among team members, interact with other students, lecturers to reinforce knowledge, receive new findings in a spirit of mentoring and learning together

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5

10%

MIDDLE ASSESSMENT (40%)

COURSE PROJECTS

(GROUP DISCUSSION – SOLVING CASES)

Identify the customer segment of a brand, product. Describe the psychological and behavioral characteristics of this client segment through an advertisement. Students can choose from a variety of advertising formats: TVC, self-introduction, Print-Ad, PR magazine.

40%

Ability to correctly identify the psychological characteristics and customer behavior appropriate to the brand or product of choice. Ability to identify and manipulate theory correctly.

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2, 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5.

60%

The ability of the communication product to clarify the characteristics of the customer segment.

1.1.1.1, 1.1.1.3, 1.1.3.2, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5.

10%

The ability to accumulate, update knowledge, internalize knowledge debated and criticized from the content has been presented.

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5.

10%

Presentation skills, form of advertising.

2.3.1.3, 2.3.1.5, 2.3.2.4

10%

 

Plus points: Unique ideas

1.1.1.3, 3.4.1.4

+ 0,5

 

Plus points: Vote for other groups (play the role of "investor")

 

+ 0.5 if groups agree ≥70%.

+ 0,25 if groups agree≥50% .

FINALASSESSMENT(50%)

WRITTEN EXAM

(75 minutes)

Two parts:

- Part 1 contains questions about knowledge (students have to understand the problem to answer, not theoretical questions)

- Part 2 is a case study

50%

Assess the ability to think logically, to reason closely, to combine theory with reality to solve a subject matter problem.

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5, 2.3.1.3, 2.3.1.5.

40%

Assess the level of students’knowledge, the ability to systematize and apply knowledge to present, interpret a specific issue.

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5.

40%

Assess creativity in solving problems.

1.1.1.1, 1.1.1.3, 1.1.3.4, 2.2.1.1, 2.2.1.2, 2.2.2.1, 2.2.2.2., 2.2.4.3, 2.2.3.4, 2.3.2.4, 3.4.3.4, 3.4.3.5, 3.3.1.4, 3.4.1.5, 2.3.1.5

10%

Assess the ability to present an academic, logical, creative writing.

1.1.1.3, 1.1.1.1, 2.2.2.1, 2.3.2.4, 2.3.1.3, 2.3.1.5.

10%

 

RUBRIC FOR ASSESSMENT: ON A SCALE OF 1-10)

                    Score

 

Criteria

(Bloom scale)

<5

5-<7

7-<9

9-10

Knowledge of the subject

(65%)

Ability to remember and understand the knowledge.

No need for analysis.

Know how to use knowledge to solve problems.

Be listened and criticized.

Apply knowledge and methods in a reasonable way.

In-depth analysis of the problem.

Extensive knowledge and methods of the subject.

Deep and logical problem analysis.

Style of writing, argument and form of presentation

(35%)

The writing way is relatively confusing.

The writing way is easy to understand.

The writing way is easy to understand and logical.

The writing way is easy to understand, and reasonable.

Good presentation.

 



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