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Consumer Behavior

 BANKING UNIVERSITY OF HO CHI MINH CITY

CERTIFICATE IN BUSINESS MANAGEMENT

BBM2012:  CONSUMER BEHAVIOUR

Credits: 10

ECTS Value: 5

Marking Scheme: Mark of 0-100

 

Pass Mark

The pass mark for the module is 50%

Delivery Type

This module requires you to attend the classes at the scheduled time in the specific locations.

Pre-Requisites

BBM1005

Co-Requisites

None

Module Outline

 

Making good business decisions requires an understanding of the consumer. Failure to adequately consider the factors and forces shaping consumer behavior has led to many ineffective business strategies. Conversely, many well-known companies have shown that a detailed understanding of consumers can serve as a long-term competitive advantage. In this module, student will be provided with a awareness & knowledge of consumer behavior and associated areas including reference to psychology & marketing, culture & factors influencing customer behaviour.

 

Indicative Content

 

Number

Description

1

 Introduction to consumer behavior and marketing strategy

 

Applications of consumer behavior, Marketing strategy and consumer behavior,   consumer decisions outcomes, the nature of consumer behavior, the meaning of consumption

2

 External influences

 

Cross cultural variations, the Changing Modern Society: values, demographics and social stratification, subcultures, family and households, group influences on consumer behavior

3

 Internal influences

 

Perception, learning, memory and product positioning, motivation, personality and emotion, attitudes and influencing attitudes, self-concept and lifestyle

4

 Consumer decision processes

 

Situational influences, consumer decision process and problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post purchase processes, eethical and social responsibility issues in marketing, customer satisfaction and customer commitment

5

 Organizations as consumers

 

Organizational purchase process, organizational culture, external influencing factors, internal influencing factors,

 

Learning Outcomes

On successful completion of this Module you will be expected to be able to:

 

Description

1

 Understand the purchase decision making process and compare and contrast the main theories and concepts of consumer behaviour

2

 Understand and evaluate external, internal and situational factors affecting the decision making process

3

 Develop a managerial and operative understanding of consumer behavior

4

 Utilise quantitative analysis tools to arrive at managerial decisions

5

Conduct research on applying consumer behavior theories, identify weaknesses/problems in the way organisations apply consumer, and formulate and answer questions about consumer behavior

6

Relate your conclusions to actionable marketing strategy

 

Learning And Teaching Strategy

 

Students’ understanding will be developed through a variety of teaching and learning methods including: lecturing, tutoring, group working and self-study.

 

Learning & Teaching Methods

 

Method

Hours

Lecture & Seminar

30

Tutorial

9

Guided independent study

61

 

Summary

%

Scheduled

40

Independent

60

 

 

 

 

Summative Assessment Strategy

 

Your achievement of the learning outcomes for this module will be tested as follows: Essay (1500 words) Exam (3 hours)

 

Item

Final Item?

Assessment Method

Description

Learning Outcomes

Weighting %

001

No

Essay

1,500 Word Written Essay

 Self-analysis course related issues in reality

30

002

No

Portfolio

Presentation, exercise, active,…

 Group-working, presentation skills

20

003

Yes

Final Written Exam

3 Hour Closed Book Examination

Main ideas and concepts of the course, knowledge applications

50

 

Summary

%

Written Exam

50

Coursework

30

Portfolio

20

 

Learning Resources

Description

Textbook (mandatory):

 

Hawkins and Mothersbaugh (2013) Consumer Behavior: Building Marketing Strategy, 12th Edition (ISBN: 0073530042)

Supplementary books:

 

 Solomon, M  (2012) Consumer Behavior: Buying, Having and Being, 10th Edition (ISBN: 0132671840)

 

                                                           

 

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