CONSUMER BEHAVIOUR

Unit Guide

2024
 MAR Consumer Behaviour
2024

CONTACTS
Lecturer 1: PGS.TS Trần Mai Đông
Email:
Unit Instructor Lecturer 2:
Email:
Room: 279 Nguyen Tri Phuong, W5, D10, HCMC

Program Administrator

About Consumer Behaviour (MAR)

UNIT OVERVIEW

The unit is designed to equip students with knowledge relating to theoretical basis and applications
of consumer behavior (CB).
The unit:
 Examines the decision-making processes that individuals, groups and organizations go
through when spending resources on consumption
 Analyses the determinants of CB and links behavioral concepts to marketing strategies
 Considers the implications of CB insights for marketing strategies
 Emphasizes on developing critical thinking and research skills which allow participants to
understand CB data and translate CB theories into marketing management actions
 Explores ethical issues in using CB data and theories in building marketing strategies

PRE-REQUISITES

Principles of Marketing
Marketing Research (Recommended)

Assessment Information
UNIT LEARNING OUTCOMES
The table below outlines the unit learning outcomes (ULOs) for this unit. Upon completion of this
unit, students will be able to:

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Understand the concept of consumer behaviour, the role and function PLO 1
1.
of consumer behaviour within the discipline of marketing
Understand main internal influences (perception, learning, memory, PLO 1
motives, personality, emotions, and attitudes) and external influences
2. (culture and reference groups of family, household, and social class) to
consumer decision making to be able to relate the theoretical consumer
behaviour concepts to real-life phenomena
Understand consumer decision making process, then explore how PLOs 1,3,4
3. marketers can influence this process to increase consumer product
knowledge, improve consumer attitudes and take actions
Analyse consumer data and apply relevant consumer insights to support PLOs 3,4,5
4. decisions given particular marketing objectives of influencing consumer
affect, cognition or behaviors
Assess marketing situations and problems to detect needs for consumer PLOs 3,4,5
5.
behaviour information and design appropriate market research
Gather information from different sources to obtain data about PLOs 3,4,5,6
6.
consumers and markets by conducting secondary and primary research
Observe and identify consumer insights using theoretical concepts and PLOs 3,4,5
7. frameworks while applying research and data analysis techniques
during the research process
Develope critical thinking and planning skills to translate consumer PLOs 3,4,5
8.
behavior theories into strategic marketing management actions
Master English communication through composing consumer reports PLOs 2
9. and presentations for proposing marketing decisions for given
situations

10. Adapt flexibly to dynamic consumer research process PLOs 6

Coordinate effectively with team members to brainstorm and conduct a PLOs 2,3,4
11.
consumer research for particular marketing or business objectives
Understand ethical issues regarding the use of consumer insights in PLOs 4,5
12. generating marketing strategies and the marketers’ roles in protecting
consumer rights

PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is also
responsible for introducing/developing/assuring the following program-level learning outcomes
(PLOs):

1. Knowledge & Application

Solid understanding and competency of appropriate application of business discipline-specific

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knowledge.

Teamwork
2.
Effective collaboration in teamwork or other tasks in organizational settings.

Critical thinking
3.
Critical thinking through appropriate observing, analysing and reasoning, etc.

Problem solving
4.
Effective and constructive problem solving.

Ethics
5.
An ethical perspective, including an understanding of the ethical responsibilities of organizations.

Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to identify
6.
foreign market potentials, to diagnose cross-cultural communication problems and propose
appropriate solutions.

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ASSESSMENT SUMMARY

VALUE
ASSESSMENT ITEM DUE TYPE ULOs
(%)
Assigned
1. Consumer Research Project in detailed 40% Group 2,3,4,12
schedule
2. In-class Participation 10% Group/Individual 1,2,3,12
3. Project Finalization TBA 50% Group 1,2,3,4,8,12

Final marks and grades are subject to confirmation by the School Assessment Committees which
may scale, modify or otherwise amend the marks and grades for the unit, as may be required by
University policies.
 Note: To successfully complete this unit, students must:
 Achieve a minimum of 50 marks;
 Complete all assessment items; and
 Attend 80 per cent of class time. (See attendance requirements in the section of class
policies and rules below.)

Assessment 1: GROUP PROJECT

Assignment type: Group report & presentation
Due: the last 2 final sessions
Marks weight: 40%
Length:
 Report: 4000 words (+/- 10%) (20%)
 Presentation: 15 minutes of presentation and 10 minutes of Q&A (5%)
You will be required to carry out a team project in which you select a particular consumer issue or
problem, propose, and carry out a study to examine this issue/problem, discuss your findings in
class and provide a written report as described below. For example, you might seek to determine
what the most salient attributes are when it comes to purchasing product X or using service Y. Or
you might wonder how different consumers react to different promotional messages, then conduct
a survey or experiment to examine this.
Students are required to visit E-learning for important details.

Marking criteria

Criteria Weight Distinction Credit Pass Unsatisfactory

(%) (80 - 100%) (65 - 75%) (50 - 60%) (0 - 45%)

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PART 1 – RESEARCH PLAN PROPOSAL

Research 20 Include Include Include Do not include

context & important important important contextual
problem contextual contextual contextual information
information information information which leads to
which leads to which leads to which leads to the urgency of
the urgency of the urgency of the urgency of the researched
the researched the researched the researched problem
problem problem problem
Provide unclear,
Show in-depth Provide clear, Provide unclear, general, and/or
analysis from specific, and general, and/or irrelevant
different angles relevant irrelevant research
(consumers, research research questions
companies, questions questions
industries, etc.)
with reliable
data
Provide clear,
specific, and
relevant
research
questions

Literature 35 Illustrate Illustrate Illustrate Illustrate review

Review thorough review thorough review necessary review of irrelevant
of related of related of related literature to the
literature which literature which literature which problem/
connected to connected to connected to question being
problem/ problem/ problem/ researched
question being question being question being
Literature
researched researched researched
reviewed is not
Literature Literature Literature from reliable and
reviewed is from reviewed is from reviewed is not well-known
reliable and well- reliable and well- from reliable and academic
known academic known academic well-known journals
journals journals academic
journals
Show deep Show general
understanding of understanding of
studied concepts studied concepts
and frameworks and frameworks
and how they
are linked with
topics discussed
in the course

Research 35 Clear and Appropriate Acceptable Unclear or

design cohesive research research irrelevant
research objectives and objectives and research
objectives and design (plan, design (plan, objectives and

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design (plan, techniques, techniques, design (plan,

techniques, sample and sample and techniques,
sample and respondents) for respondents) for sample and
respondents) for appointed appointed respondents) for
appointed marketing marketing appointed
marketing problem but problem but marketing
problem with include few include problem
logical irrelevant irrelevant
justification contents with contents without
inadequate justification
justification

Formatting & 10 Excellently Follow Follow Do not follow

Referencing follow Vancouver Vancouver Vancouver
Vancouver formatting and formatting and formatting and
formatting and referencing style referencing style referencing style
referencing style with few in some parts
mistakes only

PART 2 – RESEARCH REPORT

Data analysis & 20 Apply data Apply data Apply data Do not apply
results analysis analysis analysis data analysis
techniques and techniques and techniques and techniques and
tools tools tools fairly that tools
appropriately appropriately produce relevant appropriately
that produce that produce results that can produce
relevant and relevant and relevant and
useful results useful results useful results
Find different
ways to illustrate
and break down
data for new
information

Theoretical 35 Deep Show Show Show

discussion understanding of understanding of understanding of inadequate
consumer consumer consumer understanding of
behaviour behaviour behaviour consumer
concepts and concepts and concepts and behaviour
theories theories theories concepts and
theories
Be able to Be able to Be able to
discuss the discuss the discuss the
theoretical theoretical theoretical
concepts in light concepts in light concepts from
of practical of practical the results
problem/ problem/
questions at questions at
hand hand
Connect

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different
concepts and
show important
links between
them

Practical 35 Identify Identify useful Identify insights Identify

implications interesting and insights from from research irrelevant
important research results results but insights from
insights from that can be rather not research results
research results applicable for applicable to and rather not
that can be the appointed appointed applicable to
valuable for the decisions/ decisions/ appointed
appointed problems problems decisions/
decisions/ problems
problems

Formatting & 10 Excellently Follow Follow Do not follow

Referencing follow Vancouver Vancouver Vancouver
Vancouver formatting and formatting and formatting and
formatting and referencing style referencing style referencing style
referencing style with few in some parts
mistakes only

PART 3 – PROJECT PRESENTATION

Contents 10 Diverse and Adequate, as Fairly adequate, Lack of most

more than required yet without 1 important
required important subject matters
subject matter

20 Accurate and Accurate and Fairly accurate Mostly mistaken,

logical logical yet with and logical yet with many
some minor mis- with 1 important important mis-
interpretations mis- interpretations
interpretation

Structure and 20 Highly cohesive Logical structure Sufficient Unclear

visual support structure and and slide structure and structure and
slide contents contents slide contents slide contents

10 Excellent visual Appropriate Useful visual Ineffective visual

support visual support support support

Presentation 5 Charismatic lead Coherent but The presentation Unclear

skills of the rather not as is difficult to presentation and
(individual) conversation charismatic follow but can arguments
with highly presentation highlight the
convincing main arguments
Convincing
arguments
arguments

5 Excellent eye Good eye Fair eye contact No eye contact

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contact and body contact and body and body and body
gestures gestures gestures gestures

Timing and 10 Have total Have some Finish on time Over the time
coordination control of the control of the but a lack of limit
presentation presentation but coordination
flow and timing sometimes
with great uncoordinated
coordination

Q&A 20 Give accurate Give accurate Give accurate Fail to answer

and satisfactory and satisfactory and satisfactory most questions
answers to all answers to most answers to most asked
questions asked questions asked questions asked
and provide but not be able
appropriate to provide
justification for appropriate
difficult justification for
questions difficult
questions

Assessment 2: IN-CLASS PARTICIPATION

Assignment type: GROUP/INDIVIDUAL in-class participation
Due: Throughout the course
Marks weight: 20%

Students must earn participation grades by answering questions and/or giving ideas. Barely
presenting in the class (and doing something else) does not get you any participation marks.
From that point onward, students can earn 20% by participating, discussing, and sharing
homework assignments in class.
Marking criteria

Criteria Weight Distinction Credit Unsatisfactory

(%) (80 - 100%) (50 - 75%) (0 - 45%)

Participation

Sharing ideas 100 Willingly giving additional Paying sufficient Inactively getting
ideas relevant to the attention to the involve into the
topics / contents of the discussion / lesson discussion /
unit. lesson
Answering questions
Actively answering appropriately / Providing
questions raised by correctly when being inappropriate
either lecturer / other asked answers when
student. being asked

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Assessment 3: FINAL EXAMINATION

Assignment type: Written examination/Project finalization
Due: TBA
Marks weight: 50%
Marking criteria: Using relevant theories and terminologies for the core analysis of the issue and
appropriately connect with other concepts. The answer appropriately uses important case details as
evidence for analysis AND provides further different angles of the issue from other details.

Teaching Activities
LEARNING RESOURCES

Main texts Mothersbaugh & Hawkins (2015). Consumer Behavior: Building Marketing Strategy.
Boston: McGraw-Hill.
Solomon (2018). Consumer behavior: Buying, having, and being.

Additional texts Peter & Olson (2010). Consumer Behavior & Marketing Strategy (9th ed.). McGraw-
Hill.
Solomon (2020). Consumer behavior: Buying, having, and being.
Mothersbaugh & Hawkins (2019). Consumer Behavior: Building Marketing Strategy.
Boston: McGraw-Hill.

E-library http://search.proquest.com/login

Username: UEHCMC2010

Password: thuvien0810

http://lib.ueh.edu.vn/

Account: Your UEH student email account

https://scholar.google.com/

Public source

Academic Psychology & Marketing

Journals
Australasian Marketing Journal
Journal of Retailing & Consumer Services
Journal of Advertising
Journal of Retailing
Journal of Consumer Culture
Journal of Consumer Behaviour

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European Journal of Marketing

International Journal of Research in Marketing
Journal of Consumer Marketing
Journal of Business Research
Journal of Consumer Research
Journal of the Academy of Marketing Science Journal of Marketing

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SCHEDULE OF ACTIVITIES

Session Topic Main issues Activity Materials Instructor

1 Introduction Consumer Insights & Marketing Course structure Unit guide

Strategy
Assignment guidelines Chapter 1, Mothersbaugh & Hawkins (2015)

2 Perception & Product and brand knowledge in-class participation Chapters 8 & 9, Mothersbaugh & Hawkins
Knowledge (2015)
Brand image and positioning
Case: Attention Millennials! Automobile
Manufacturers Adapt For You
(Mothersbaugh & Hawkins, 2015)

3 How do consumers Learning Theories in-class participation Chapter 9, Mothersbaugh & Hawkins (2015)
learn & adopt
Case: Three Mobile Reimagines History to
behaviors?
Assert that Phones are Good (Solomon,
2020)

4 Attitudes Attitude Group project proposal Chapter 11, Mothersbaugh & Hawkins
(2015)
Brand Attitude
Case: Shampoo Buying: A “Bad Hair” Day?
Persuasive communication
(Solomon, 2018)

5 Motivation, Affect & Needs & wants Chapter 10, Mothersbaugh & Hawkins
Personality (2015)
Consumer involvement
Case: Has The Death Of The Watch Been
Manifest & latent motives
Greatly Exaggerated? Apple Gets Into The

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Affective responses and their Game (Solomon, 2018)

influences
Personalities – Brand personalities

6 Consumer decision Types of decision making Chapter 14, Mothersbaugh & Hawkins
making (2015)
Case: GOME Electrical Appliances Holding
Ltd: The “Tuangou” Challenge (E-learning)

7 Reference Groups Types of influence Consumer topic presentation Chapter 7, Hawkins & Mothersbaugh (2015)
(Group 8)
Opinion leadership Case 2–4: How Social Media Nearly Brought
Down United Airlines (Mothersbaugh et al.,
Word-of-mouth
2015)

8 Final Project Group presentations

presentations
Q&A
Discussion
Final project review

9 Final Project Group presentations

presentations
Q&A
Discussion
Final project review

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During Seminar (optional) How knowledge about consumers is Industry case sharing TBA Guest
course put in use for real campaigns speaker
Discussion

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General Information & Policy

Referencing
Plagiarism

Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments
rejected for this reason. Written assignments WILL BE checked by the lecturer with Turnitin.com,
an online plagiarism-checking tool.
Sources

Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.
Referencing & Citation

The Vancouver Referencing Styles will serve as the primary reference materials for all students.
Therefore, all papers must be submitted in Vancouver format. The mechanics of student papers
and work will be evaluated, as well as the content.

Submission
Assignment cover sheet
 All assignments are required to be submitted with an Assignment Cover Sheet.
 Group assignments are to be submitted with a Group Assignment Cover Sheet depending on
the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer
dissatisfaction with a particular student’s contribution to group work assignments, as reflected in
submissions of the evaluation form.
Submission style

Assignments are expected to achieve a professional standard:

 Be typed, one and a half spaced, on A4 paper
 Use a simple clear format, suitable for a report to senior management in a commercial
organisation.

Late assignment and make-up policy

No late assignments will be accepted unless prior authorisation granted by the Academic
Department based on a Special Consideration Application for assessment task extension.

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Students must complete all assessments on the assigned dates including quizzes, mid-term test,
and final exam. If there are extenuating or unforeseen circumstances, students must follow the
school’s policies and procedures accordingly.

Attendance
Students are required to attend a minimum of 80% of all classes (which normally 12/15 sessions).
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.

 IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.

Electronic device use

 Cell phones will be turned off or switched to vibrate mode before class starts.
 No phone calls or text messaging are allowed inside classroom during class time.
 Portable listening and/or music devices may not be operated in the classroom.
 Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
 Laptop and other electronic devices are not permitted unless specifically authorised by the
lecturer exclusively for note taking and doing class work.

 IMPORTANT: If you are in violation of these policies you will be excused from class and an
absence will be assessed.

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