›
›

Bài giảng Consumer behaviour - Giới thiệu môn học - Nguyen Hoang Sinh

Download
08-Jan-18  
Consumer Behaviour  
Nguyen Hoang Sinh  
PhD (Marketing)  
0964 915 801  
[email protected]om  
sinhoanguyen.wordpress.com  
1
Subject Objectives  
• Knowledge and understanding  
– theories  
– implications for strategic marketing decisions  
– a focus on marketing communication  
decisions  
3
2
08-Jan-18  
704003 - Introduction  
1
08-Jan-18  
Subject Objectives  
• Communication skills  
– a focus on individuals skills in developing and  
presenting ideas orally and in writing, case  
study form  
3
3
08-Jan-18  
704003 - Introduction  
Learning Outcomes  
• Demonstrate a detailed understanding of the  
basic concepts of consumer behaviour describe  
how this knowledge can be used by marketers  
• Demonstrate ability to segment markets using  
consumer behavior concepts/constructs  
• Identify and illustrate how these concepts can be  
used to explain the decisions buyers make in the  
marketplace  
08-Jan-18  
704003 - Introduction  
4
2
08-Jan-18  
Learning Outcomes  
• Analyse the behaviour profiles of specific  
market segments  
• Understand the basic aspects of strategy  
development as it applies to specific target  
groups  
• Explain and apply marketing  
communication in relation to consumer  
behaviour.  
08-Jan-18  
704003 - Introduction  
5
Course Structure  
• Lecture 01: Consumer behavior and  
marketing strategy  
• Lecture 02: Problem recognition and  
Information search  
• Lecture 03: Evaluating and selecting  
alternatives  
• Lecture 04: Outlet selection and product  
purchase - Situational influences  
6
6
08-Jan-18  
704003 - Introduction  
3
08-Jan-18  
Course Structure  
• Lecture 05: Postpurchase processes,  
customer satisfaction and consumer loyalty  
• Lecture 06: Perception, Learning and  
Memory  
• Lecture 07: Motivation, Personality and  
Emotion  
• Lecture 08: Attitude and attitude change  
• Lecture 09: External influences - Cultural and  
Social factors  
6
7
08-Jan-18  
704003 - Introduction  
Required Resources  
• Prescribed textbook  
– [1]. Quester, P., Pettigrew, S., Koanidis, F.,  
Rao Hill, S., & Hawkins, D.I, (2014),  
Consumer Behaviour: Implications for  
marketing strategy (7th ed.), McGraw-Hill  
(Australia).  
08-Jan-18  
704003 - Introduction  
8
4
08-Jan-18  
Required Resources  
• Recommended texts  
– [2]. Michael Solomon, 2014, Consumer  
behavior : Buying, having, and being (11th  
ed.), Prentice Hall.  
– [3]. Phạm Thị Minh Lý và các đồng nghiệp,  
2014, Hành vi người tiêu dùng, NXB Kinh Tế  
TPHCM.  
08-Jan-18  
704003 - Introduction  
9
Required Resources  
• Others texts  
– [4]. Wayne D. Hoyer, Deborah J. MacInnis,  
Rik Pieters, 2013, Consumer behaviour (6th  
ed.), Cengage Learning.  
– [5]. Hawkins D., 2015, Consumer behavior :  
Building marketing strategy (11th ed.), Boston:  
McGraw-Hill/Irwin.  
08-Jan-18  
704003 - Introduction  
10  
5
08-Jan-18  
Course Assessment Item  
• Group assignment  
• Online quizzes  
• Final examination  
08-Jan-18  
704003 - Introduction  
11  
Assessment  
• Tutorial participation  
– Tutorial case study  
– Online quizzes  
30%  
– Group presentation  
20%  
• Mid semester test (Multiple choice) 20%  
• Group assignment project  
50%  
100%  
4
12  
08-Jan-18  
704003 - Introduction  
6
pdf 6 trang Thùy Anh 12280 Free
Download
Bạn đang xem tài liệu "Bài giảng Consumer behaviour - Giới thiệu môn học - Nguyen Hoang Sinh", để tải tài liệu gốc về máy hãy click vào nút Download ở trên

File đính kèm:

  • pdfbai_giang_consumer_behaviour_gioi_thieu_mon_hoc_nguyen_hoang.pdf