HỒ SƠ MÔN HỌC

(TEACHING PORTFOLIO)

Họ tên giảng viên (Full name): Phung Minh Tuan

Môn học (Subject name): Consumer Behavior Mã môn học (Subject code): 704003
Nhóm (Group):

Chuyên ngành (Major): Khoa/Lớp (Faculty/ Class):

Số lượng sinh viên (Number of students): Cơ sở (Campus): Tan Phong

Thời gian bắt đầu (Date start): 8/2023 Thời gian kết thúc (Date end): 12/2023

I. HOẠT ĐỘNG TRÊN LỚP (AT CLASS)

Tuần Mục tiêu bài học
(Week) (Learning objectives)
01 Chapter 0: COURSE SYLLABUS
- Information about the course
- Stuctures, objectives, CLOs
- Contents
- Requirements
- Teaching & Learning methods,
evaluations
Chapter 1: CONSUMER BEHAVIOUR AND MARKETING STRATEGY
1.1 Consumer behaviour and marketing
strategy
1.1.1 Managerial implications of
consumer behaviour
1.1.2 New market applications
1.1.3 Global marketing
1.1.4 The marketing mix
1.2 Consumerism, ethics, non-profit
marketing and consumer behaviour
02 Chapter 1: CONSUMER BEHAVIOUR AND MARKETING STRATEGY (CONT.)
1.3 An overview of consumer behaviour
1.3.1 The nature of consumption
1.3.2 The consumer decision process
1.3.3 Internal influences
1.3.4 External influences
1.3.5 Consumer behaviour and society
1.4 The meaning of consumption
03 Chapter 2: SITUATIONAL INFLUENCES
2.1 Situations and consumer behaviour
2.2 Situations relevant to the consumption Lecture
process
2.2.1 Communication situation
Chiến lược giảng dạy Các hoạt động sinh viên
(Teaching Strategies) (Student Activities)
Lecture Listening & discussing
Clear & detail Q&A
information Group forming
Listening & discussing
Analyze minicase:
+Social & mobile CB:
Lecture
“Banking on Gen Ys”
Video clip & Discussion
+Global CB: “Coffee at the
movies”
Listening & discussing
Reviewing
+ Describe the process of
market segmentation
+ How can the study of CB
Lecture
be used to develop new
Video clip & Discussion
products and discover new
market application
Home group assignmnet:
Case 1 & Case 2 (Student
assessment)
Listening & discussing
Analyzing minicase:
Illustration +Ethical CB: “Doing wrong
for good reasons”
 2.2.2 Purchase situation +Global CB: “Size matter”
2.2.3 Usage situation Home group assignment
2.2.4 Disposal situation (Student assessment)
2.3 Classification of situational influences
2.3.1 Physical surroundings
2.3.2 Social surroundings
2.3.3 Temporal perspectives
2.3.4 Task definition
2.3.5 Antecedent states
2.4 Situational influences and marketing
strategy
04 Chapter 3: PROBLEM RECOGNITION AND INFORMATION SEARCH
3.1 Types of consumer decisionS
3.1.1 Habitual decision making
3.1.2 Limited decision making
3.1.3 Extended decision making Listening & discussing
3.1.4 Marketing strategy and types of Analyzing minicase:
consumer decisions + Social & mobile CB: “Same
3.2 The process of problem recognition again, please!”
3.3 Uncontrollable determinants of problem +Ethical CB: “Who are you
Lecture
recognition online”
Illustration
3.4 Marketing strategy and problem recognition +Global CB: “The role of
3.5 The nature of information searches confidence in information
3.6 The type of information sought search”
3.7 Sources of information Home group assignment
3.8 Marketing strategy and information (Student assessment)
searches on the internet
3.9 Marketing strategies based on information-
search patterns
05 Chapter 4: EVALUATING AND SELECTING ALTERNATIVES
4.1 Evaluative criteria
4.1.1 The nature of evaluative criteria
4.1.2 Measurement of evaluation criteria
4.1.3 The role of evaluative criteria in
Listening & discussing
marketing strategy
Analyzing minicase:
4.2 Decision rules
+Social & mobile CB: “Which
4.2.1 Disjunctive decision rule Lecture
tablet to take?”
4.2.2 Elimination-by-aspects decision rule Illustration
+Ethical CB: “So how much
4.2.3 Lexicographic decision rule Discussion
do I love you”
4.2.4 Compensatory decision rule)
Home group assignment
4.2.5 Which decision rules do consumers
(Student assessment)
use?
4.2.6 Affective choices
4.2.7 Marketing applications of decision
rules
06 Chapter 5: POST PURCHASE PROCESSES, CUSTOMER SATISFACTION AND CONSUMER LOYALTY
Listening & discussing
5.1 Post-purchase dissonance
Analyzing minicase:
5.2 Product use
Lecture +Global CB: “LVMH digital
5.3 Disposal
Discussion magazine”
5.3.1 Environmental concerns
Illustration + Coca-Cola virtual
5.3.2 Product disposal and marketing
community to build brand
strategy
loyalty
 5.4 Purchase evaluation and customer
satisfaction
5.4.1 The evaluation process
5.4.2 Dissatisfaction responses
5.4.3 Marketing strategy and dissatisfied
consumer
5.5 Repeat purchase behavior and consumer
loyalty
5.5.1 The nature of repeat purchase
behaviour
5.5.2 Loyalty
5.5.3 Repeat purchase behaviour, loyalty
and marketing strategy
5.5.4 Relationship marketing
07 Chapter 6: PERCEPTION, LEARNING AND MEMORY
6.1 The nature of perception
6.2 Attention
6.2.1 Stimulus factors Listening & discussing
6.2.2 Individual factors Analyzing minicase:
6.2.3 Situational factors +Global CB: “Michael Hill
6.2.4 Non-focused attention Lecture Jeweller: branding is
6.3 Interpretation Illustration forever”
6.3.1 Individual characteristics Discussion +Ethical CB: “The fat-free TV
6.3.2 Stimulus characteristics Review for mid-term guide”
6.3.3 Misinterpretation of marketing Reviewing for mid-term
messages Home group assignment
6.3.4 How children process information (Student assessment)
6.4 Marketing applications
of the perception process
MID-TERM TEST (PRESENTATION)

08 Chapter 6: PERCEPTION, LEARNING AND MEMORY (CONT.)

Reviewing
Listening & discussing
6.5 The nature of learning
Analyzing minicase:
6.6 Conditioning
Lecture +Ethical CB: “Will you swear
6.7 Cognitive learning
Illustration to look after your mates”
6.8 General characteristics of learning
Discussion +Discuss CB: “Is it always
6.9 Memory
good times with beer”
6.10 Brand image and product positioning
Home group assignment
(Student assessment)
09 Chapter 7: MOTIVATION, PERSONALITY AND EMOTION
7.1 The nature of motivation
7.2 Theories of motivation Listening & discussing
7.2.1 Maslow’s hierarchy of needs Analyzing minicase:
7.2.2 McGuire’s psychological motives + Social & Mobile CB:
7.3 Motivation theory and marketing strategy Lecture “Maslow and slogan: a
7.3.1 Discovering purchase motives Illustration successful partnership”
7.3.2 Marketing strategy based on Discussion + Ethical CB: “Which brands
multiple motives do we love to trust”
7.3.3 Marketing strategies based on Home group assignment
motivation conflict (Student assessment)
7.4 Personality
 7.4.1 Individual personality theories
7.4.2 Social learning theories
7.4.3 A combined approach
7.4.4 The use of personality in marketing
7.5 Emotion
7.6 Emotion and marketing strategy
10 Chapter 8: ATTITUDE AND ATTITUDE CHANGE
8.1 Attitudes
8.2 Attitude components
Listening & discussing
8.3 Attitude-change strategies
Analyzing minicase:
8.3.1 Changing the cognitive component
+Global CB: “Does being
8.3.2 Changing the affective component
Lecture green, socially responsibility
8.3.3 Chaing the behavioural component
Illustration and driving EV cars match”
8.4 Individual and situation characteristics
Discussion +Case study: “The Mickey
influencing attitude
Mouse aura”
8.5 Market segmentation and product-
Home group assignment
development strategies
(Student assessment)
8.5.1 Market segmentation
8.5.2 Product-development
11 Chapter 9: DEMOGRAPHICS, LIFESTYLES, HOUSEHOLD STRUCTURE AND CONSUMPTION BEHAVIOUR
9.1 Demographics
9.1.1 Population distribution
9.1.2 Marketing strategy and
demographics
9.2 Gender
9.2.1 Gender role
9.2.2 Marketing strategy and gender
roles
9.3 Lifestyle Listening & discussing
9.3.1 The nature of lifestyle Analyzing minicase:
9.3.2 Lifestyle and marketing strategy +Global CB: “Grocers target
9.4 The nature of households Lecture male shoppers”
9.4.1 Household types Illustration +Social & mobile CB:
9.4.2 Changes in structure of household Discussion “Boomers embracing digital
unit media”
9.4.3 Household lifecycle stage Home group assignment
9.4.4 Household lifecycle (Student assessment)
9.4.5 Household life cycle and social class
9.4.6 Family Decision Making
9.5 Current and future trends in household
consumption
9.5.1 Households and the purchase of
services
9.5.2 Cross-cultural variations in
households.
12 Chapter 10: GROUP INFLUENCE, COMMUNICATION AND SOCIAL STRATIFICATION
Listening & discussing
10.1 Types of groups
Analyzing minicase:
10.2 Reference-group influences on the
Lecture +Ethical CB: “How much do
consumption process
Illustration you trust TripAdvisor?”
10.2.1 The nature of reference-group influence
Discussion +Social & mobile CB: “Social
10.2.2 Consumption situations and reference-
TV: will it change your way
group influence
of watching TV”
 10.2.3 Determinants of the degree of Home group assignment
reference-group influence (Student assessment)
10.3 Marketing strategies based on
reference-group influences
10.3.1 Personal sales strategies
10.3.2 Advertising strategies
10.4 Consumption subcultures
10.5 Marketing and consumption
communities
10.6 Communication within groups
10.7 The concept of social class
10.8 Social class structure
10.9 Differences in patterns of consumption
between groups
10.10 Social class and marketing strategy
13 Chapter 11: CULTURE AND CROSS CULTURE VARIATION IN CONSUMER BEHAVIOR
11.1. The concept of culture Listening & discussing
11.2. Culture and change Analyzing minicase:
11.3. Cross-cultural marketing strategy +Social & mobile CB:
Lecture
“Facebook culture”
Illustration
Advise for each group in final-report and +Global CB: “Mobile your
Discussion
presentation way”
- Support for each group Home group assignment
- Comment for each group (Student assessment)
14, 15 FINAL-REPORT
-Each group will present in 15 mins
-Topic: Conduct surveys behaviors of target Presentation
Evaluation
consumer of a specific product. Argument
Comment
-Submit a report <= 15 pages Q&A
-Attach with required format report.

II. ĐÁNH GIÁ SINH VIÊN (ASSESSMENT)

Chương Nội dung đánh giá Phương pháp đánh giá
Tính điểm
(Chapter) (Assessment base on Learning objectives) (Methods of assessment)
PROCESS 1: ASSIGNMENT
Home group assigment:
Case 1: Interview 5 studets: Have them describe
the last three restaurant meals they consumed
and the situations in which they were consumed.
What can you conclude about the impact of the
situation on CB? What can you conclude about
the impact of the individual on CB?
1 Case 2: Interview individuals who sell the items Mini report 10/10
listed below. Try to discover their personal
models of CB for their products?
+ Expensive jewelry
+ Pets
+ Flowers
+ Sneakers
+ Mobile phones
Home group assigment:
2 Mini report 10/10
 Spotlight on Vietnam: “Grocery shopping: more
fun in groups?” (page 59)
Individual home assigment:
+ Find a newspaper, magazine or online ads that
trying to activate problem recognition. Describe
the activation strategies used by advertiser.
Examning the ads from the perspective of target
audience, assess the approriateness of the
strategies employed.
+ Find two examples of print advertisements
3 Mini report 10/10
that encourage readers to visit company’s
websites. Do you think they are likely to be
effective in driving trafic to the websites? Why,
or why not?
Group home assigment:
+Analyze Spotlight on Vietnam: “What expats
want: how foreigners in Vietnam search for
information”
Individual home assigment:
+ Bring to class 2 advertisements that position
brands ass a surrogate indicator of quality.
Come prepared to discuss whether you feel this
approach is approriate for each particular
product and whether an alternative approach
would have been more suitable
4 Group home assigment: Mini report 10/10
+ Visit the Vietjet website at www.vietjet.com.vn
and assess the evaluative criteria that seem to
be assumed by Jetstar to be most important to
its customers when choosing a carrier. Are these
the most relevant criteria to you? What other
criteria would you like to see accommondated
on the website?
Home group assignmnet:
5 + Analyze case: “Wow, it’s cool! Role of coolness Mini report 10/10
in consumer decision making” (Page 214 -215
Home group assignmnet:
+ Over a period of a week, keep a diary noting
the types of technology the members of your
household use, using the categories provided in
Figure 8.2. Note in particular what other types
6 Mini report 10/10
of technology are used during television
commercial breaks. What differences anad
similarities did you notice? What advice would
you give to advertisers based on your
observations
Home group assignment:
7 +Analyzing case Spotlight on New Zealand: “A Mini report 10/10
world first in tea” (page 292)
Home group assignment
+ Analyzing case study: “Consumer motivation
for buying fake brands” (page 327)
8 Mini report 10/10
+ Analyzing case study Spotlight on South Korea:
“Korea flower boys: catalysts of change” (page
328)
 Home group assignment
+ Interview some friends or family members
whose behaviour does not seem consistent with
their attitudes regarding healthy eating and
lifestyle pattern. Identify some of the underlying
triggers that cause them to eat healthy foods
and lead unhealthy lifestyles. How could they
9 resolve the problem of cognitive dissonace Mini report 10/10
+ Identify examples of print ads aimed at your
age group that use following elements in their
copy or presentation: (a) source credibility, (b)
celebrity source, (c) fear appeal, (d) humourous
appeal, (e) emotional appeal, (f) comparative
approach, (g) extensive non-verbal elements, (h)
two-sided message.
Home group assignment
10 + Analyzing case study: “Is your life a second Mini report 10/10
life” (Page 417)
MID-TERM 2: Presentation
Group working presentation Group &
Individual
1 + Student will be given cases to read, analyze Presentation
criteria
and present in class evaluation
FINAL REPORT: REPORT & PRESENTATION
Group working presentation
Group &
+ Student will conduct a survey to research Individual
1 Presentation
target consumer behavior of a specific product, criteria
analyze the collected data. Students will be evaluation
required to writes report and present in class.

Duyệt của Trưởng bộ môn Giảng viên phụ trách lớp (Lecturer)
(Ký ghi rõ họ tên – Signature) (Ký ghi rõ họ tên – Signature)

Phung Minh Tuan