SAIGONTECH Course Syllabus CONSUMER BEHAVIOR (MRKG 2372) SUMMER 2018 1. Instructor Name: Instructor: HOANG THI BUI MINH (minhhtb@saigontech.edu.vn) Office hour: Ms. Minh: by appointment (via email) 2. Campus and Room Location with Days and Times Venue: Room 304, Saigontech Time: Tuesday, 13:00pm 17:15pm 3. Course Semester Credit Hours (SCH) (Lecture, Lab) if applicable: a) Credit Hours: 3 b) Lecture Hours: 48 4. Total Course Contact Hours: 48 5. Type of Instruction: Lecture 6. Course Description: Consumer behavior is an exciting area. Every day, we are exposed to hundreds or thousands of marketing stimuli, which are designed to inform, persuade, and influence our purchase decisions. These stimuli are designed and constructed based upon the implicit theories that marketers have about how consumers behave. This course examines social science and consumer behavior research for concepts and principles that marketers can use to better understand customers and meet their needs. 7. Course Prerequisite(s): Though there are no prerequisites to this course officially, students could learn better if they have previously take principles of marketing. 8. Program Student Learning Outcomes (PSLO) - Explain the environmental factors, which influence consumer and organizational decisionmaking process. - Identify the elements of the communication process between buyers and sellers in business. - Utilize marketing research techniques to understand consumer behavior and implement competitive marketing decisions. 9. Course Student Learning Outcomes (SLO) After the course, students are expected to be able to - Understand consumers perception, learning process, motivation and self. - Interpret the importance of personality, lifestyle and attitudes to consumer behavior. - Analyze factors influencing each step of customers decision-making process. - Determine situational effects and the environment impacts on consumer behavior. - Analyze consumers income, social class and age subcultures affecting their behavior. 10. Instructional Methods The course is conducted fully face-to-face with the smart-room aids 11. Textbook with title, edition, author, ISBN number and publisher
Solomon, M. R. (2009). Consumer Behavior: Buying, Having. and Being (8th ed.). Upper Saddle River, New Jersey: Pearson Education, Inc. 12. Course Policies on Make-up Exams, Late Assignments, Tardiness Make-up policy Students are expected to take exam on the scheduled dates. Makeup test is not allowed If any class session is canceled, the instructor will discuss with students to arrange a make-up class Classroom policy Please be seated before lecture begins, and don't leave early without prior permission since it is very distracting to your classmates. Arriving late or leaving early without a valid excuse will count as half of an absence Because it is distracting to other students and to the instructor, you should keep mobile phones off/silent, and not carry on private conversations Being active in class discussions and asking questions are highly encouraged Do NOT study for another exam, or do work for another class, or play games, or surf Internet. If you are caught red-handed, you will be dismissed from the class and your attendance for that class will be ABSENT Do not close your books or rustle your papers to signal the end of class. Pack up only when the instructor says he/she has done Attendance and Withdrawal Policies Please read information about attendance and withdrawal policies on SaigonTech website: http://www.saigontech.edu.vn/saigontech/english/general_academic.jsp?subid=37#6 Academic Honesty Students are responsible for conducting themselves with honor and integrity in fulfilling course requirements. Penalties and/or disciplinary proceedings may be initiated by SaigonTech officials against a student accused of scholastic dishonesty. The penalties are regulated clearly in Policy no.2 about Plagiarism, SaigonTech catalog 2015 which is available at http://www.saigontech.edu.vn/quy-dinh-vegian-lan-hoc-duong.html in SaigonTech s website. Acts of plagiarism include but are not limited to: Submit other people s works to get points (Nộp bài làm của người khác để lấy điểm cho mình). Copy completely or partly from the text translated by translation tool such as Google translation etc (Sao chép nguyên văn, hoặc một phần từ các công cụ dịch thuật) Copy words or ideas without citing source and author s name (Sao chép từ hoặc ý tưởng của người khác mà không nêu nguồn tài liệu và tên tác giả được trích dẫn). Do not use quotation marks for direct citation (Không đặt dấu ngoặc kép trong các trích dẫn nguyên văn). Cite the wrong source (Đưa thông tin sai về nguồn của một trích dẫn). Change the wording but sentence structure without citing author s name (Thay đổi từ ngữ nhưng vẫn giữ nguyên cấu trúc câu của một nguồn tài liệu mà không nêu tên tác giả). Borrow words/ phrases from a source without using quotation marks or with making negligible change (Vay mượn từ/ cụm từ của một nguồn tài liệu mà không đặt dấu ngoặc kép hoặc chỉ thay đổi chúng một cách qua loa).
Copy too many words or ideas that make up the most of personal work, regardless of whether source and author s name are cited (Sao chép quá nhiều từ ngữ hoặc ý tưởng từ một nguồn tài liệu làm cho các ý tưởng đó chiếm phần lớn bài làm của mình, bất kể có nêu tên nguồn hoặc tác giả hay không) Copy information from Internet such as company information, market information etc. (Sao chép thông tin từ Internet (thông tin công ty, thông tin thị trường v.v) Cooperate with other students to do the exams, tests and other assignments without permission of the Instructor (Cộng tác với sinh viên khác trong lúc làm bài thi/kiểm tra hoặc trong các bài tập mà không được phép của giáo viên) Use one assignment to submit for different classes without permission of the Instructor (Sử dụng hoặc nộp cùng một bài làm cho nhiều lớp khác nhau mà không được phép của giáo viên môn học) Have other people do the exams, tests and other assignments for you (Đi thi hộ hoặc nhờ người khác thi hộ mình trong kỳ thi/ kiểm tra hoặc làm giúp hay nhờ người khác làm bài tập cho mình) 13. Grading scheme (How the Final Grade is Calculated) and passing grade Course Grading Attendance 10% Participation (contributing ideas and actively 10% debating) Mid-term Exam 20% Individual Assignment 20% Final Project (30%: survey, data, analysis)) and 40% Presentation (10%) Grade Final Score A 90-100 B 80-89 C 70-79 D 60-69 F 0-59 a. Attendance The students will receive 10% for full attendance and 0% if her attendance percentage reaches 12.50% b. Participation This criterion is based on the students attitudes and contribution in the class hours such as volunteering in providing ideas and opinions or actively debating. c. Mid-term Exam Exam Type Open/Close No. of Questions/ Duration Points Chapters Mid-term Exam Multiple Choice Question Close 35 questions/ 70 minutes 70 1, 2, 3, 4, 6, 7
Essay/case Study Close 2-3 questions 30 d. Final Project and Presentation - The students will form some groups of 3-5 members to do research about consumer behaviour. Topics to be assigned in week 5. - Each group needs to submit their questionnaire, data and analysis which account for 30%. - Each group needs to present their survey and analysis which account for 10%. Each presentation will last 20 minutes plus 10 minutes for questions and answers. The groups have to send the soft copy of their power point slides to the instructor on the presentation day. - Everyone in the group has to present. Those who do not present with the group at the presentation date will receive only 50% of the mark given to the group Criteria Speaking speed Attire Time management Power point slides Pronunciation Professional Manner Content Critic Total Standards Not too fast, not too slow Appropriate 30 minutes for presentation (including questions & answers section) Good design & layout Accurate, clear, loud enough Proper gesture, face expression, eye contact Quality of the content presented, quality of the answers Asking the appropriate questions e. Individual Assignment - This individual assignment requests students to indicate what knowledge and experience they have learned during the course. - This assignment also requests their understanding about the project that they are assigned during the course. - This assignment requests approximately 1800 words in length and to be submitted in hard copy to the instructor on the last week. - Mark of 0 will be given if not submitting the report. 14. Field Trip If the field trip is conducted during the class hours, students are requested to join the field trip and write a report on that field trip, this report will be graded together into the Individual Assignments. Time and venue for the field trip to be confirmed once available
15. Course Calendar (Schedule could be modified by instructor according to course progress) Week Date Content Class assignment 1 Tue 12/06/2018 2 Tue 19/06/2018 3 Tue 26/06/2018 4 Tue 03/07/2018 5 Tue 10/07/2018 6 Tue 17/07/2018 7 Tue 24/07/2018 8 Tue 31/07/2018 9 Tue 7/8/2018 10 Tue 14/8/2018 11 Tue 21/8/2018 12 Tue 28/8/2018 Chapter 1: An Introduction to Consumer Behavior Chapter 2: Perception Chapter 3: Learning and Memory Chapter 4: Motivation and Values Chapter 6, 7: Personality, Lifestyles and Attitude Revision + Assignment Brief (Individual Assignment and Project Presentation) Mid-term Exam Chapter 9: Individual Decision Making Chapter 10: Buying and Disposing Chapter 11: Group Influence and Opinion Leadership Chapter 12: Organizational and Household Decision Making Chapter 13, 14: Income, Social Class, and Age Subcultures Project Presentation HAVE A NICE SEMESTER!