[major=MKT | course_id=MKT201 | syllabus_id=13448 | semester=3 | combo=core | title=Consumer Behavior]
Course ID: MKT201
Title EN: Consumer Behavior
Title VI: Hành vi người tiêu dùng
Credits: 3.0
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.
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: 
Course type: coursera_hybrid
Decision: 932/QĐ-ĐHFPT dated 08/22/2025
Approved date: 2025-08-22
CLO1: To define the conception of consumer behavior and reveal its importance in the context of marketing
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=; grading_guide=; completion_criteria=; clos=>0
[2] 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; grading_guide=OP1: The question will cover the lectures, class discussions, activities, exercises, and textbook.; OP2 (For Constructivism Approach only): Follow lecturer's proposal; completion_criteria=; clos=>0
[3] category=Group Project; type=on-going; weight=30.0; duration=; question_type=LO1, LO2, LO3, LO4, LO5; 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; completion_criteria=; clos=>0
[4] category=Individual Assignment; type=on-going; weight=10.0; duration=; question_type=LO1, LO2; grading_guide=OP1: Research skills, consumer behavior concepts and frameworks, application of theories in analysis. OP2 (For Constructivism Approach only): Follow lecturer's proposal; completion_criteria=; clos=>0
[5] category=Quizzes; type=on-going; weight=10.0; duration=15' each; question_type=LO1, LO2, LO3, LO4; 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; completion_criteria=; clos=>0
[6] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Consumer Behavior: Buying, Having, and Being; author=Solomon, Michael R; publisher=Pearson; edition=13th; isbn=ISBN: 9781292318103; main=True; online=; note=Chọn một trong 3 quyển. Ưu tiên mua version mới nhất
[2] desc=Consumer Behavior: Buying, Having, and Being; author=Solomon, Michael R; publisher=Pearson; edition=12th; isbn=; main=True; online=; note=
[3] desc=Consumer Behavior: Buying, Having, and Being; author=Solomon, Michael R; publisher=Pearson; edition=9th; isbn=; main=True; online=; note=
[4] desc=Harvard Business Review; author=; publisher=; edition=; isbn=; main=; online=; note=
[5] desc=http://www.pearsonglobaleditions.com/Sitemap/Solomon/; author=; publisher=; edition=; isbn=; main=; online=; note=
[6] desc=https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[7] desc=https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[8] desc=Instructor Manual with questions, answers, exercises, PPT, Test Bank, Video with guidelines; author=; publisher=; edition=; isbn=; main=; online=; note=
Session 1: Introduction to Consumer Behavior
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT201
Download: Instructor Manual, Teacher's Resource

Session 2: 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?
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT201
Download: Read materials
before class

Session 3: 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
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT201
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before class

Session 4: Introduction to AI in Consumer Behavior: What is AI and how is it transforming marketing?
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT201
Download: Presentation on AI in Marketing
CLO2: To identify factors that influence consumer behavior
Session 1: Chapter 2: Consumer and Social Well-Being
- Business ethics and consumer rights
- Consumer's rights and Product satisfaction
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT201 AI Integration Guide_FA25
Download: Read materials
before class

Session 2: Chapter 2: Consumer and Social Well-Being
- Major policy issues relevant to consumer behavior
- The dark side of consumer behavior
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
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before class

Session 3: AI in Consumer Insights: Market Research Automation and Ethical Considerations
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Download: Market research case studies using AI

Session 4: Chapter 3: Perception
- Sensation
- The stages of perception
Individual Assignment Guidelines
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
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before class
CLO3: To examine the consumer decision making process
Session 1: Chapter 3: Perception
- Personal selection factors
- Stimulus organization
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
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before class

Session 2: Chapter 4: Learning and Memory
- How do we learn?
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
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before class

Session 3: Chapter 4: Learning and Memory
- Cognitive learning theory
- Memory
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
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before class

Session 4: Group Project Guideline
Customer Segmentation and Personalization Using AI
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: 
Download: Sample personas created with AI tools
CLO4: To describe the target market and determine the positioning strategy according to consumer characteristics and behavior
Session 1: Chapter 5: Motivation and Affect
- The motivation process: Why ask why?
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 2: Chapter 5: Motivation and Affect
- Affect
- Consumer involvement
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 3: Chapter 5: Motivation and Affect
- Case study: Motivating the KonMari way
Topic: Offline; Teaching type: LO2; LO: 
ITU: 
Download: Review materials

Session 4: Chapter 6: The Self: Mind, Gender, and Body
- The self
- Gender identity
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class
CLO5: Apply AI in marketing processes, evaluate the efficiency of different AI tools, and critically address ethical risks.
Session 1: Chapter 6: The Self: Mind, Gender, and Body
- The body as product
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 2: Chapter 6: The Self: Mind, Gender, and Body
- The body as product
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 3: AI in Action: Hands-on Workshop for the Group Assignment
Topic: Offline; Teaching type: LO1, LO2; LO: I, T, U
ITU: 
Download: Step-by-step guide for assignment tasks

Session 4: Reflection on AI and Consumer Behavior
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
Download: Presentation on ethical implications of AI
Session 1: Quiz 1: cases/exercises: Chapter 1-6
Topic: Offline; Teaching type: LO2; LO: 
ITU: 
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before class

Session 2: Chapter 7: Personality, Lifestyles and Values
- Personality - Brand Personality
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
Download: Review materials

Session 3: Chapter 7: Personality, Lifestyles and Values
- Lifestyles and Consumer identity - Psychographics - Values
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 4: Chapter 7: Personality, Lifestyles and Values
- Lifestyles and Consumer identity - Psychographics - Values
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class
Session 1: Chapter 8: Attitudes and Persuasive Communications
- The power of attitudes
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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Session 2: Chapter 8: Attitudes and Persuasive Communications
- How do we form attitudes?
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 3: Chapter 8: Attitudes and Persuasive Communications
- Persuasion: How do marketers change attitudes?
- Case study: Anti-smoking advertising - Can you be scared into quitting?
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class

Session 4: Chapter 9: Decision Making
Group Project - Proposal
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 
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before class
Session 1: Chapter 9: Decision Making
Group Project - Proposal
Topic: Offline; Teaching type: LO2; LO: T, U
ITU: 
Download: Review materials

Session 2: Chapter 9: Decision Making
- What's your problem?- Cognitive decision making
Topic: Offline; Teaching type: LO2; LO: T, U
ITU: 
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before class

Session 3: Chapter 9: Decision Making
- Habitual decision making - Priming and Nudging
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: 
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before class

Session 4: Chapter 10: Buying, Using and Disposing
- Situation effects on Consumer behavior
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: 
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before class
Session 1: Chapter 10: Buying, Using and Disposing
- The shopping experience
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 2: Chapter 10: Buying, Using and Disposing
- Ownership and the Sharing Economy
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 3: Chapter 10: Buying, Using and Disposing
- Postpurchase satisfaction and Disposal
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 4: Chapter 11: Groups and Social Media
- Groups - Collect Decíion Making: How groups influence what we buy
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class
Session 1: Chapter 11: Groups and Social Media
- The intimate corporation: family decision making - Word - of - mouth communicaton
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 2: Chapter 11: Groups and Social Media
- The intimate corporation: family decision making - Word - of - mouth communicaton
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 3: Chapter 11: Groups and Social Media
- Opinion Leadership - Social Media: The horizontal revolution
Individual Assignment Submission
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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before class

Session 4: Chapter 14: Culture
- Cultural systems - Cultural stories and ceremonies
Topic: Offline; Teaching type: LO3; LO: I, T
ITU: 
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Session 1: Chapter 14: Culture
- Sacred and Profance consumption - The Diffusion of Innovation
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 2: Chapter 14: Culture
- The Fashion System - Global consumer culture
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 3: Revision Chapter 7-14
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 4: Revision Chapter 7-14
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 1: Quiz 2: Chapter 7-14
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 2: Chapter 12: Income and social Class
- Income and Consumer identity
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 3: Chapter 12: Income and social Class
- Social class and Consumer identity
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 4: Chapter 12: Income and social Class
- Status symbols and social capital
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 1: Chapter 13: Subcultures
- Ethic and Racial subcultures
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 2: Chapter 13: Subcultures
- Subcultural stereotypes
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 3: Chapter 13: Subcultures
- Religious subcultures
Topic: Offline; Teaching type: LO4; LO: I, T
ITU: 
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Session 4: Chapter 13: Subcultures
- The family unit and age subcultures
Topic: Offline; Teaching type: LO4; LO: T
ITU: 
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Session 1: Chapter 13: Subcultures
- Place-based subcultures
Topic: Offline; Teaching type: LO4; LO: T
ITU: 
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Session 2: Essay Test
Topic: Offline; Teaching type: LO4; LO: T
ITU: 
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Session 3: COURSE REVIEW
Topic: Offline; Teaching type: LO4; LO: T
ITU: 
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Session 4: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: T
ITU: 
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Session 1: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: T, U
ITU: 
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before class

Session 2: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: T
ITU: 
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before class

Session 3: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: U
ITU: 
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before class

Session 4: GROUP PROJECT PRESENTATION AND REPORT SUBMISSION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: U
ITU: 
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before class