MKT20025 – Consumer Behaviour

MKT20025     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


Fundamentals of Marketing (MKT10007)



Aims and Objectives

This unit aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems.

Students who successfully complete this unit will be able to:
1. Describe the psychological profiles of target consumers using the theoretical principles of human behaviour
2. Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience
3. Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour
4. Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness
5. Communicate professionally, individually or collaboratively, in a style appropriate for a business environment and context

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems, and
• Ability to work independently