UNIVERSITY OF ECONOMICS &

FINANCE

Consumer Behavior
(Hnh vi tiu dng)
COURSE SYLLABUS
UEF Marketing major

Instructor: Ms. Do Thi Hoang Mai (MSc, BA with Hons)

E-mail: maidth@uef.edu.vn
Credit: 3 Units = 30 Lecture Hours + 15 Classroom activity Hours = 45 Sessions

Required Textbook:

Consumer Behavior, Buying, Having, and Being, Global edition by Michael Solomon,
2013

Course Description:
The purpose of this class is to identify the issues that control consumer behavior and
understand how to communicate to various segments of consumers in order to effectively
market and sell a consumer product. Lectures and discussions will cover decision-
making influences, market segmentation, and other topics regarding consumer behavior.

Course Objectives:
This course is to explain and study that consumer behavior relates to other issues in our
lives. Consumer activities can be harmful to individuals and to society. Many different
types of specialists study consumer behavior. There two major perspectives that seek to
understand and study consumer behavior that will be identified and analyzed.

Method of Learning:
During lecture hours in class, lecturer will give presentation of material (lectures) using
the materials from the textbook with support from Power Point, white board, handouts,
video, and audio presentation as needed. Students will learn principles and concepts
covered in the text as well as in various sources on relevant topics. They are required to
read the chapters assigned in advance of each class lecture.

Moreover, the lecturer will provide sufficient time to students to review the material as
well as work on cases relevant to the topic(s). Specific assignments from the text and
other sources will be given by the instructor. There will be class discussions and group
presentations by students on the project assignments.

Attendance:

[Hoang Mai T Do] [2017-2018] [All rights reserved]

 UNIVERSITY OF ECONOMICS &
FINANCE

Students are expected to attend each class section. If you cannot attend a class due to a
valid reason, please notify the instructor prior to the class. Under the Departments
policies, 10% of total assessment will be given to Attendance of each student.
Perfect attendance: Full 10%
Missing 1 lecture: 8%
Missing 2 lectures: 6%
Missing 3 lectures and more: 0%

Grading Policy:
Your grade will be determined as follows:
Grade Structure % of Contribution
Attendance 10
Individual Journal 20
Group Presentation 20
Final Exam 50
Total Points 100

Assessment:
We will have an individual journal, group presentation, and final exam during the course.
Exams will cover all assigned chapters, any additional readings or supplementary
materials covered in class. The exams may be open book or open notes at professors
discretion.

Students for whom English is not a first language may use a dictionary during exams.

There will also be a Group Project, which will require students to break up into groups to
analyze a topic provided by the instructor. The option exists, if time permits, to assign
case studies and other assignments as professor see a need.

During class times, there might be surprise mini tests to evaluate the students
understanding of the topic discussed. If an unsatisfactory result is shown, students mark
may be deducted.

ABSOLUTELY NO MAKEUP TESTS AND PROJECTS ARE ALLOWED.

Other Comments:

Please participate. What you put into the class will determine what you get out of
it and what others get out of it.
Please come on time. Late arrivals disturb everyone else. Attendance will be
taken in 10-15 minutes after the beginning of each class.
Students may not read other materials (newspapers, magazines) during class.

[Hoang Mai T Do] [2017-2018] [All rights reserved]

 UNIVERSITY OF ECONOMICS &
FINANCE

Students are to remain in class during the entire session with the exception of
breaks. Students are not allowed to come and go during class session.
If you miss a class, you are responsible for getting notes/slide printouts on the
material covered from a classmate or the instructor.
To avoid distracting noise in class, mobile phones must be turned off or the
ringing mode silenced.
All class participants are expected to exhibit respectful behaviors to other
students and the instructor. All students have the right and privilege to learn in the
class, free from harassment and disruption. Inappropriate or disruptive behavior
will not be tolerated, nor will lewd or foul language.

The instructor reserves the right to change this syllabus.

CLASS SCHEDULE

Date Focus of Discussion Reading

Assignment
Day 1 Orientation via Syllabus. Introduction. Ch.1
30/11
Chapter 1: Buying, Having, and Being (2 periods)

Review Exercises Case Study (1 period)

Writing Journal Assigned

Day 2 Chapter 2: Consumer Perception (2 periods) Ch.2

02/12
Review Exercises Case Study (1 period)

Writing Journal Support (10 minutes)

Day 3 Chapter 3: Learning & Memory (2 periods) Ch.3

07/12
Review Exercises Case Study (1 period)

Writing Journal Support (10 minutes)

Day 4 Chapter 4: Motivation, and Global Values Ch.4

09/12
Review Exercises Case Study (1 period)

Writing Journal Support (10 minutes)

[Hoang Mai T Do] [2017-2018] [All rights reserved]

 UNIVERSITY OF ECONOMICS &
FINANCE

Day 5 Chapter 1-4 Revision Ch. 1- 4 Revision

14/12
Mini test + Case study
Writing Journal Support (10 minutes)

Day 6 Chapter 7: Attitudes & Persuasion (2 periods) Ch.7

16/12
Review Exercises Case Study (1 period)

Group Project Assigned

Day 7 Chapter 8: Consumer Decision Making (2 periods) Ch.8

21/12
Review Exercises Case Study (1 period)

Writing Journal Support (10 minutes)

Day 8 Chapter 9: Buying and Disposing (2 periods) Ch.9

23/12
Review Exercises Case Study (1 period)

Submission of Individual Assignment

Day 9 Chapter 11: Households & Social media Ch.11

28/12
Review Exercises Case Study (1 period)

Day 10 Chapter 13: Subcultures (2 periods) Ch.13

30/12
Review Exercises Case Study (1 period)

Day 11 Chapter 7, 8, 9, 11, 13 Revision Revision

04/01 Ch.7,8,9,11,13
Mini test + Case study

Day 12 Group Project Presentations Revision

06/01 Ch. 1-4

Day 13 Final Exam Review All 9 chapters

11/01
Mini test + Case study

[Hoang Mai T Do] [2017-2018] [All rights reserved]

 UNIVERSITY OF ECONOMICS &
FINANCE

Day 14 Guest Speaker

13/01
Day 15 Guest Speaker
18/01

NOTE: This schedule is subject to change.

***
If you are not willing to learn, no one can help you!
If you are determined to learn, no one can stop you!
***

[Hoang Mai T Do] [2017-2018] [All rights reserved]