Consumer Behavior

CONSUMER BEHAVIOR

Subject code
IM3025
Number of hours
45
Number of credits
2
Level
Bachelor Full-Time
Major
Industrial Management
Minor
Business Administration
Semester
5
Campus
1 (Lý Thường Kiệt)
Department
Marketing & Management
Lecturer
Dương Thị Ngọc Liên, Lê Đức Anh

The purpose of this course is to provide you with a working knowledge of the major theories and research findings in the area of consumer behavior.

While the information covered in the class certainly has tactical benefits, the emphasis will be on broadly understanding consumers with an eye towards strategic insights.

  • The course introduces a wide range of behavioral concepts, and explores the strategic implications of consumer behavior for marketers.
  • The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets.
  • The key to the course is to demonstrate how understanding of buyer behavior can help improve strategic decision making.

In this course, you should not only be familiar with a large body of consumer behavior literature, but you should also be able to apply this knowledge to a variety of marketing problems.