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 CT1-How can an attitude play an ego-defensive function?
Communications (Present Gr2 – Review Gr3)

9 26
- The power of attitudes
Chapter 8: Attitudes and Persuasive
CT2- According to balance theory, how can we tell if a
triad is balanced or unbalanced? How can consumers
Communications restore balance to an unbalanced triad? (Whole class)
- How do we form attitudes? CT3- Describe the ABC model of attitudes. (Whole class)

27 Chapter 8: Attitudes and Persuasive

Communications
- Persuasion: How do marketers change attitudes?
28 Chapter 8: Attitudes and Persuasive CT1-What is source credibility, and what are two factors
Communications that influence our decision as to whether a source is
- Case study: Anti-smoking advertising - Can you credible? (Present Gr3 – Review Gr4)
10 29
be scared into quitting?
Quiz 3: Chapter 6, 7,8
CT2-When is it best to present a two-sided message
versus a one-sided message? (Whole class)

30 Case Study Discussion CT3- What is the difference between buzz and hype?
(Whole class)
31 Revision Chapter 1-8 CT1-What are steps involved in the model of cognitive
32 Revision Chapter 1-8 decision making? (Whole class)

11 33 Chapter 9: Decision Making

Group Project - Proposal
CT2-What is the difference between a superordinate
category, a basic level category, and a subordinate
category? (Present Gr4 – Review Gr5)
CT3-How does a brand name work as a heuristic? (Whole
class)
34 Chapter 9: Decision Making CT1-What is the difference between a noncompensatory
Group Project - Proposal and a compensatory decision rule? Give one example of

12 35 Chapter 9: Decision Making

- What's your problem?- Cognitive decision
each. (Whole class)
CT2-In terms of temporal factors, what does slow or fast
making mean? (Whole class)

36 Chapter 9: Decision Making CT3- What are some factors that influence how an

- Habitual decision making - Priming and Nudging organizational buyer evaluates a purchase decision?
(Present Gr5 – Review Gr6)
37 Chapter 10: Buying, Using and Disposing CT1-How do business models in the sharing economy
- Situation effects on Consumer behavior differ from traditional purchase processes? (Present Gr6 –

13 38 Chapter 10: Buying, Using and Disposing

- The shopping experience
Review Gr1)
CT2-What is the difference between recycling and lateral

39 Chapter 10: Buying, Using and Disposing cycling? (Whole class)

- Ownership and the Sharing Economy CT3- List three separate motivations for shopping, give an
example of each(Whole class)
40 Chapter 10: Buying, Using and Disposing CT1-Describe some ways in which marketers are using the
- Postpurchase satisfaction and Disposal Internet to encourage positive word-of-mouth.. (Present

14 41 Chapter 11: Groups and Social Media

- Groups - Collect Decíion Making: How groups
Gr1 – Review Gr2)
CT2-What is buzz building, and how does it work?
influence what we buy (Whole class)

42 Chapter 11: Groups and Social Media CT3-List three types of social power, and give an example

- The intimate corporation: family decision of each. (Whole class)

making - Word - of - mouth communicaton

43 Chapter 11: Groups and Social Media CT1-What is an opinion leader? Give three reasons why
- The intimate corporation: family decision they are powerful influences on consumers’ opinions.

15 44
making - Word - of - mouth communicaton
Chapter 11: Groups and Social Media
- Opinion Leadership - Social Media: The
horizontal revolution
Individual Assignment Submission
(Present Gr2 – Review Gr3)
CT2-How do you find a suitable opinion leader? (Whole
class)
CT3-How does the Principle of Least Interest relate to
your success in a romantic relationship? (Whole class)

45 Chapter 14: Culture

- Cultural systems - Cultural stories and
 ceremonies
46 Chapter 14: Culture CT1-What is culture? What are three dimensions that
- Sacred and Profance consumption - The social scientists use to describe a culture and give an

16 47
Diffusion of Innovation
Chapter 14: Culture
example of each. (Present Gr3 – Review Gr4)
CT2-What is a ritual? What are three kinds of rituals and
- The Fashion System - Global consumer culture provide an example of each. (Whole class)

48 Quiz 4: Chapter 9, 10, 11 CT3-A myth is a special kind of story. What makes it

Chapter 14: Culture special? What is an example of a modern myth? (Whole

class)
49 Chapter 12: Income and social Class CT1-How have women contributed to the overall rise in
- Income and Consumer identity income in our society? (Whole class)

17 50 Chapter 12: Income and social Class

- Social class and Consumer identity
CT2-In some countries, it is difficult to measure and
quantify social class. Why might this be the case?

51 Chapter 12: Income and social Class (Present Gr4 – Review Gr5)

- Status symbols and social capital CT3-Is income alone a good determinant of social class?
(Whole class)
52 Chapter 13: Subcultures CT1-How do marketers market products and services to
- Ethic and Racial subcultures ethnic subcultures? (Present Gr5 – Review Gr6)

18 53 Chapter 13: Subcultures

- Subcultural stereotypes
CT2-What is deethnicization? Give an example. (Whole
class)

54 Chapter 13: Subcultures CT3-What is a subculture? (Whole class)

- Religious subcultures
55 Chapter 13: Subcultures CT1-What is the FLC, and why is it important to
- The family unit and age subcultures marketers? (Present Gr6 – Review Gr1)

19 56 Chapter 13: Subcultures

- Place-based subcultures
CT2-Can children be considered “consumers-in-waiting”?
(Whole class)

57 Essay Test CT3-What are the rules of engagement for young

consumers? (Whole class)

20 58
59
COURSE REVIEW
GROUP PROJECT PRESENTATION AND
REPORT SUBMISSION
60 GROUP PROJECT PRESENTATION AND
REPORT SUBMISSION