Consumer Behavior (MKT201)
Vietnamese title: Hành vi người tiêu dùng
Credits: 3
Prerequisites: MKT101

Description:
Main objectives:
This course is designed to provide students with essential and working knowledge of the terminology and concepts in the field of consumer behavior and a better understanding of how consumers make choices and how their choices ultimately affect their well-being. After taking this class, the students should all be able to:
(1) Understand basic concepts and major research that has relevance to consumer behaviour
(2) Integrate these concepts into a framework that can be applied to the analysis of the individual consumer and the market
(3) Analyse and understand consumer's decision making process
(4) Apply consumer behaviour in the development and implementation of marketing tactics and strategies.

Description:
This course will review concepts, issues, and methods applicable to the study of consumer behavior. It is divided into 4 main parts: (1) Psychological characteristics of consumers; (2) Social and external factors influencing consumer behavior; (3) The role of sub-culture and culture; and (4) Consumer decision-making process.
Class discussions, case study analysis , practical activities, along with group projects and quizzes will provide the basis for the learning environment in the classroom.
The assignment requires students to integrate AI throughout the project, leveraging it for ideation, structuring, content generation, and analysis. The primary level of using AI is "AI Task Completion, Human Evaluation", with creative aspects edging into the "Full AI", as students rely on AI to achieve creative outputs collaboratively while critically engaging with its results.

Learning outcomes:
To define the conception of consumer behavior and reveal its importance in the context of marketing
To identify factors that influence consumer behavior
To examine the consumer decision making process
To describe the target market and determine the positioning strategy according to consumer characteristics and behavior
Apply AI in marketing processes, evaluate the efficiency of different AI tools, and critically address ethical risks.

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance

Tools:

Materials:
description: Consumer Behavior: Buying, Having, and Being
author: Solomon, Michael R
publisher: Pearson
published_date: 2019
edition: 13th
isbn: ISBN: 9781292318103
note: Chọn một trong 3 quyển. Ưu tiên mua version mới nhất
description: Consumer Behavior: Buying, Having, and Being
author: Solomon, Michael R
publisher: Pearson
published_date: 2017
edition: 12th
description: Consumer Behavior: Buying, Having, and Being
author: Solomon, Michael R
publisher: Pearson
published_date: 2011
edition: 9th
description: Harvard Business Review
description: http://www.pearsonglobaleditions.com/Sitemap/Solomon/
description: https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone
publisher: Coursera
description: https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising
publisher: Coursera
description: Instructor Manual with questions, answers, exercises, PPT, Test Bank, Video with guidelines

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
no_question: OP1: Participation in class discussionIn-class Exercises; OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: 0
note: Class room
category: Essay Test
type: on-going
weight: 10.0
duration: OP1: 40'; OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4
no_question: OP1: Essay questions ; OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: 1-3
grading_guide: OP1: The question will cover the lectures, class discussions, activities, exercises, and textbook.; OP2 (For Constructivism Approach only): Follow lecturer's proposal
note: Class room
category: Group Project
type: on-going
weight: 30.0
question_type: LO1, LO2, LO3, LO4, LO5
no_question: OP1: A group of four or five students will choose a product or service of a real company in Vietnam and conduct a research to analyse target consumer's behaviour in buying this particular product/service. In order to report on this topic, the group has to implement a secondary research and a primary research in a form of survey or focus group. Option 2: A group of students will plan and implement a campaign to change the public’s attitude towards a product/service/company or a concept. Your group will have to narrow down your topic to a specific target audience and a specific issue. The campaign has to be executed by your group during the time of the course MKT201; Students will apply AI tools to conduct market research, analyze customer insights, segment customers, personalize marketing strategies, and create an AI-generated advertising campaign. This assignment integrates AI-based analysis with marketing principles to understand consumer behavior.OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Each group has to submit a 2-page Project Proposal and a Final Report of maximum 3000 words excluding appendix. Evidence of work must be provided in the Report Appendix. Detailed information about the Report and Presentation's structure and requirement will be provided in the first week of class. OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: OP1: Application of consumer behavior theories in marketing and real-life works. Students will experience the practical application of AI tools in marketing. They will gain insights into how AI shapes consumer behavior and advertising strategies. They will critically reflect on AI’s role and its implications for marketing ethics.OP2 (For Constructivism Approach only): Follow lecturer's proposal
note: OP1: Evaluation will be based on the presentation, the written report, and individual performance (e.g., through interviews or individual questions).
OP2 (For Constructivism Approach only): Follow lecturer's proposal
All options: Refer to the AI Integration Guide document for AI skill assessment.
category: Individual Assignment
type: on-going
weight: 10.0
question_type: LO1, LO2
no_question: OP1: Individual students will work on a case study or an article, in which they will critically review and apply consumer behavior concepts to analyze 1-2 key issues depicted in that case study or article. OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Depending on the assignment format. OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: OP1: Research skills, consumer behavior concepts and frameworks, application of theories in analysis. OP2 (For Constructivism Approach only): Follow lecturer's proposal
note: OP1: Individual writing assignment; OP2 (For Constructivism Approach only): Follow lecturer's proposal
category: Quizzes
type: on-going
weight: 10.0
duration: 15' each
question_type: LO1, LO2, LO3, LO4
no_question: OP1: Multiple choice questions, Case study exercises; OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1:~15 questions; OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: OP1: Quizzes will test for knowledge of subjects in the chapter assigned for that day. OP2 (For Constructivism Approach only): Follow lecturer's proposal
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4
no_question: Multiple choice. Other types of questions may be included.
knowledge_and_skill: ~ 50 questions
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Introduction to Consumer Behavior
learning_outcomes: I
T
materials: MKT201
session: Chapter 1: Buying, Having and Being
- Consumer behavior: People in the Marketplace
- Consumers are different! How we divide them up
- Marketing's impact on consumer
- What does it mean to consume?
learning_outcomes: I
T
materials: MKT201
session: Chapter 1: Buying, Having and Being
- The global "always-on" consumer
- Consumer behavior as a field of study
- Consumer trends: Keep ahead to keep up
learning_outcomes: I
T
materials: MKT201
session: Introduction to AI in Consumer Behavior: What is AI and how is it transforming marketing?
learning_outcomes: I
T
materials: MKT201
session: Chapter 2: Consumer and Social Well-Being
- Business ethics and consumer rights
- Consumer's rights and Product satisfaction
learning_outcomes: I
T
materials: MKT201 AI Integration Guide_FA25
session: Chapter 2: Consumer and Social Well-Being
- Major policy issues relevant to consumer behavior
- The dark side of consumer behavior
learning_outcomes: I
T
session: AI in Consumer Insights: Market Research Automation and Ethical Considerations
learning_outcomes: I
T
session: Chapter 3: Perception
- Sensation
- The stages of perception
Individual Assignment Guidelines
learning_outcomes: I
T
session: Chapter 3: Perception
- Personal selection factors
- Stimulus organization
learning_outcomes: I
T
session: Chapter 4: Learning and Memory
- How do we learn?
learning_outcomes: I
T
session: Chapter 4: Learning and Memory
- Cognitive learning theory
- Memory
learning_outcomes: I
T
session: Group Project Guideline
Customer Segmentation and Personalization Using AI
learning_outcomes: I
T
session: Chapter 5: Motivation and Affect
- The motivation process: Why ask why?
learning_outcomes: I
T
session: Chapter 5: Motivation and Affect
- Affect
- Consumer involvement
learning_outcomes: I
T
session: Chapter 5: Motivation and Affect
- Case study: Motivating the KonMari way
session: Chapter 6: The Self: Mind, Gender, and Body
- The self
- Gender identity
learning_outcomes: I
T
session: Chapter 6: The Self: Mind, Gender, and Body
- The body as product
learning_outcomes: I
T
session: Chapter 6: The Self: Mind, Gender, and Body
- The body as product
learning_outcomes: I
T
session: AI in Action: Hands-on Workshop for the Group Assignment
learning_outcomes: I
T
U
session: Reflection on AI and Consumer Behavior
learning_outcomes: I
T
session: Quiz 1: cases/exercises: Chapter 1-6
session: Chapter 7: Personality, Lifestyles and Values
- Personality - Brand Personality
learning_outcomes: I
T
session: Chapter 7: Personality, Lifestyles and Values
- Lifestyles and Consumer identity - Psychographics - Values
learning_outcomes: I
T
session: Chapter 7: Personality, Lifestyles and Values
- Lifestyles and Consumer identity - Psychographics - Values
learning_outcomes: I
T
session: Chapter 8: Attitudes and Persuasive Communications
- The power of attitudes
learning_outcomes: I
T
session: Chapter 8: Attitudes and Persuasive Communications
- How do we form attitudes?
learning_outcomes: I
T
session: Chapter 8: Attitudes and Persuasive Communications
- Persuasion: How do marketers change attitudes?
- Case study: Anti-smoking advertising - Can you be scared into quitting?
learning_outcomes: I
T
session: Chapter 9: Decision Making
Group Project - Proposal
learning_outcomes: I
T
session: Chapter 9: Decision Making
Group Project - Proposal
learning_outcomes: T
U
session: Chapter 9: Decision Making
- What's your problem?- Cognitive decision making
learning_outcomes: T
U
session: Chapter 9: Decision Making
- Habitual decision making - Priming and Nudging
learning_outcomes: T
U
session: Chapter 10: Buying, Using and Disposing
- Situation effects on Consumer behavior
learning_outcomes: T
U
session: Chapter 10: Buying, Using and Disposing
- The shopping experience
learning_outcomes: I
T
session: Chapter 10: Buying, Using and Disposing
- Ownership and the Sharing Economy
learning_outcomes: I
T
session: Chapter 10: Buying, Using and Disposing
- Postpurchase satisfaction and Disposal
learning_outcomes: I
T
session: Chapter 11: Groups and Social Media
- Groups - Collect Decíion Making: How groups influence what we buy
learning_outcomes: I
T
session: Chapter 11: Groups and Social Media
- The intimate corporation: family decision making - Word - of - mouth communicaton
learning_outcomes: I
T
session: Chapter 11: Groups and Social Media
- The intimate corporation: family decision making - Word - of - mouth communicaton
learning_outcomes: I
T
session: Chapter 11: Groups and Social Media
- Opinion Leadership - Social Media: The horizontal revolution
Individual Assignment Submission
learning_outcomes: I
T
session: Chapter 14: Culture
- Cultural systems - Cultural stories and ceremonies
learning_outcomes: I
T
session: Chapter 14: Culture
- Sacred and Profance consumption - The Diffusion of Innovation
learning_outcomes: I
T
session: Chapter 14: Culture
- The Fashion System - Global consumer culture
learning_outcomes: I
T
session: Revision Chapter 7-14
learning_outcomes: I
T
session: Revision Chapter 7-14
learning_outcomes: I
T
session: Quiz 2: Chapter 7-14
learning_outcomes: I
T
session: Chapter 12: Income and social Class
- Income and Consumer identity
learning_outcomes: I
T
session: Chapter 12: Income and social Class
- Social class and Consumer identity
learning_outcomes: I
T
session: Chapter 12: Income and social Class
- Status symbols and social capital
learning_outcomes: I
T
session: Chapter 13: Subcultures
- Ethic and Racial subcultures
learning_outcomes: I
T
session: Chapter 13: Subcultures
- Subcultural stereotypes
learning_outcomes: I
T
session: Chapter 13: Subcultures
- Religious subcultures
learning_outcomes: I
T
session: Chapter 13: Subcultures
- The family unit and age subcultures
learning_outcomes: T
session: Chapter 13: Subcultures
- Place-based subcultures
learning_outcomes: T
session: Essay Test
learning_outcomes: T
session: COURSE REVIEW
learning_outcomes: T
session: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
learning_outcomes: T
session: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
learning_outcomes: T
U
session: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
learning_outcomes: T
session: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U
session: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
learning_outcomes: U