MKT201_SU23_NHIDT5_SYLLABUS
Slot Session Content
1 Introduction to Consumer Behavior
2 Chapter 1: Buying, Having and Being
- Consumer behavior: People in the Marketplace Nhóm thuyết trình cần chuẩn bị nội dung trả lời
- Consumers are different! How we divide them up câu hỏi ngắn gọn, dùng slide trình chiếu hoặc vẽ sơ
1
- Marketing's impact on consumer
- What does it mean to consume?
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
- Điểm KTXH của mỗi SV = điểm trình bày của
nhóm + điểm phản biện của nhóm + điểm cá nhân –
điểm phạt (nếu có). Lấy tối đa 10đ
4 Chapter 2: Consumer and Social Well-Being
- Business ethics and consumer rights
2 5 Chapter 2: Consumer and Social Well-Being
- Consumer's rights and Product satisfaction
6 Chapter 2: Consumer and Social Well-Being
- Major policy issues relevant to consumer
behavior
7 Chapter 2: Consumer and Social Well-Being
- The dark side of consumer behavior
3 8 Chapter 3: Perception
- Sensation
9 Chapter 3: Perception
- The stages of perception
Individual Assignment Guidelines
10 Chapter 3: Perception
- Personal selection factors
4 11 Chapter 3: Perception
- Stimulus organization
12 Chapter 4: Learning and Memory
- How do we learn?
Constructive question
Tất cả SV phải tương tác trên edunext bằng việc
comment lên edunext, vote cho bạn khác và chấm
điểm cho nhóm thuyết trình.
đồ lên bảng hoặc giải thích (tùy câu hỏi)…miễn sao
diễn đạt được nội dung để đảm bảo mọi người nghe
hiểu, bàn luận, bổ sung, đánh giá,…
Nhóm review theo dõi để nhận xét, bổ sung, hỏi,…
Ghi điểm vào cột Participation
 Điểm thuyết trình nhóm (được chấm bởi nhóm
review và GV): cuối kỳ xuất điểm, chia trung bình (A)
 Điểm review (được chấm bởi GV): cuối kỳ xuất
điểm, chia trung bình (B)
 Điểm cá nhân: mỗi lượt comment có 0.05đ (C);
Tặng sao cho bạn hoặc nhận lại: mỗi sao 0.01đ (D)
 Hệ thống xuất tổng vào cuối kỳ, cách tính như sau:
1. Please describing Business ethics and consumer
rights? An Example?(Whole class)
2. What will you do when you are dissatisfied with a
product or service?An example (Present Gr1 –
Review Gr2)
3. The economics of information perspective argues that
advertising is important. Why?(Whole class)
4. Why should companies encourage consumers to
complain? How can this benefit the business? (Whole
class)
1. What is greenwashing? Is it ethical? Are consumers
likely to be convinced? (Whole class)
2. What is LOHAS, and how is it significant to
marketers? (Present Gr2 – Review Gr3)
3. What is hedonic consumption? provide an example.
(Whole class)
1. Why is Weber’s Law a challenge for green marketers?
(Whole class)
2. What are your most favorite and least favorite scents?
Discuss whether or not such scents affect product
purchase or avoidance. (Present Gr3 – Review Gr4)
3. How do you identify a product’s object, sign (or
symbol), and interpretant? (Whole class)
 13 Chapter 4: Learning and Memory 1. What is the major difference between behavioral and
- Cognitive learning theory cognitive theories of learning? (Present Gr4 – Review

5 14
Group Project Guidelines
Chapter 4: Learning and Memory
Gr5)
2. Advertisers like to use celebrities and well-known
- Memory faces to help promote their products and services. Is

15 Quiz 1: Chapter 1, 2, 3 this a good idea? (Whole class)

16 Chapter 5: Motivation and Affect
- The motivation process: Why ask why?
3. What kind of reinforcement is being used when stores
offer loyalty programs? Provide several examples and
identify the reinforcement approach being used.
(Whole class)
1. What is motivation and why is this idea so important
to marketers? (Present Gr5 – Review Gr6)

6 17 Chapter 5: Motivation and Affect

- Affect
2. What are some of the key problems with Maslow’s
hierarchy of needs? (Whole class)

18 Chapter 5: Motivation and Affect 3. What is the difference between a mood and an

- Consumer involvement emotion? (Whole class)

19 Chapter 5: Motivation and Affect 6. Compare and contrast the real versus the ideal self.
- Case study: Motivating the KonMari way (Whole class)

7 20 Chapter 6: The Self: Mind, Gender, and Body

- The self
7. How do Eastern and Western cultures differ in terms
of how people think about the self? (Whole class)
- Gender identity 8. What does “the looking glass self” mean? How do

21 Chapter 6: The Self: Mind, Gender, and Body feelings about the self influence what we buy?

- The body as product (Present Gr6 – Review Gr1)

22 Quiz 2: cases/exercises: Chapter 4,5 11. Explain your own personality. Are you consistent or
23 Chapter 7: Personality, Lifestyles and Values inconsistent with respect to this identified

8 24
- Personality - Brand Personality
Chapter 7: Personality, Lifestyles and Values
personality? Give examples (Whole class)
12. Please giving an example about the Personality and

- Lifestyles and Consumer identity - Brand Personality? (Whole class)

Psychographics - Values 13. Please giving an example about the Lifestyles and
Consumer identity, Psychographics and Values?
(Present Gr1 – Review Gr2)
25 Chapter 8: Attitudes and Persuasive
Communications

9 26
- The power of attitudes
Chapter 8: Attitudes and Persuasive
Communications
- How do we form attitudes?
27 Chapter 8: Attitudes and Persuasive
Communications
- Persuasion: How do marketers change attitudes?
28 Chapter 8: Attitudes and Persuasive
Communications
- Case study: Anti-smoking advertising - Can you
10 29
be scared into quitting?
Quiz 3: Chapter 6, 7,8
30 Case Study Discussion
31 Revision Chapter 1-8
32 Revision Chapter 1-8

11 33 Chapter 9: Decision Making

Group Project - Proposal
34 Chapter 9: Decision Making
Group Project - Proposal

12 35 Chapter 9: Decision Making

- What's your problem?- Cognitive decision
making
36 Chapter 9: Decision Making
- Habitual decision making - Priming and Nudging
37 Chapter 10: Buying, Using and Disposing
- Situation effects on Consumer behavior

13 38 Chapter 10: Buying, Using and Disposing

- The shopping experience
39 Chapter 10: Buying, Using and Disposing
- Ownership and the Sharing Economy
40 Chapter 10: Buying, Using and Disposing
- Postpurchase satisfaction and Disposal

14 41 Chapter 11: Groups and Social Media

- Groups - Collect Decíion Making: How groups
influence what we buy
42 Chapter 11: Groups and Social Media
- The intimate corporation: family decision
making - Word - of - mouth communicaton
43 Chapter 11: Groups and Social Media
- The intimate corporation: family decision

15 44
making - Word - of - mouth communicaton
Chapter 11: Groups and Social Media
- Opinion Leadership - Social Media: The
horizontal revolution
Individual Assignment Submission
45 Chapter 14: Culture
- Cultural systems - Cultural stories and
ceremonies
46 Chapter 14: Culture
- Sacred and Profance consumption - The

16 47
Diffusion of Innovation
Chapter 14: Culture
 - The Fashion System - Global consumer culture
48 Quiz 4: Chapter 9, 10, 11
Chapter 14: Culture
49 Chapter 12: Income and social Class
- Income and Consumer identity

17 50 Chapter 12: Income and social Class

- Social class and Consumer identity
51 Chapter 12: Income and social Class
- Status symbols and social capital
52 Chapter 13: Subcultures
- Ethic and Racial subcultures

18 53 Chapter 13: Subcultures

- Subcultural stereotypes
54 Chapter 13: Subcultures
- Religious subcultures
55 Chapter 13: Subcultures
- The family unit and age subcultures

19 56 Chapter 13: Subcultures

- Place-based subcultures
57 Essay Test

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59
COURSE REVIEW
GROUP PROJECT PRESENTATION AND
REPORT SUBMISSION
60 GROUP PROJECT PRESENTATION AND
REPORT SUBMISSION