CUSTOMER BEHAVIOR

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%