CONSUMER BEHAVIOR

Course Description

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CONSUMER BEHAVIOR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Understand the role of consumer behavior in the marketing process
2. 02 Understand how consumers make purchase decisions and Identify the links between purchase decision models and market segmentatio
3. 03 Acknowledge of the development of each part of the marketing mix in relation to           consumer behavior and appreciate the link between quality and customer satisfaction

Course Syllabus

Reference Books & Course Materials

1. 01 Schiffman L. G. & Wisenblit J. (2019). Consumer Behavior 12E Pearson Prentice Hall
2. 02 Solomon, M. R., & Russell, C. A. (2026). Consumer behavior (15th ed.). PPearson Prentice Hall.
3. 03 Articles from journals

Learning Outcomes

1. L01 Explain the role of consumer behavior in the marketing process SOLO 3
2. L02 Discuss how consumers make purchase decisions  SOLO 5
3. L03 Plan marketing strategies for the consumer market SOLO 4

Program Outcomes

1. P01 PO1: Endowed with the ability to evaluate self-learning needs adapted to the principle of lifelong learning.
2. P02 PO2: Established a general knowledge of economics sufficient to conduct independent and original research on economic issues and suggest relevant economic policies to solve both microeconomic and macroeconomic problems.
3. P03 PO3: Reached the required knowledge and skills; to understand the foundations, basic framework, and complexity of economic theories; to recognize the contribution and limitations of traditional theories; to explore modern economic theories and modeling of more complex situations; and to apply introduced theories in a discussion of research interests.
4. P04 PO4: Engaged in scientific inquiry, critical thinking, using quantitative and qualitative methods to demonstrate the ability to analyze and make recommendations for complex contemporary economic issues.
5. P05 PO5: Demonstrated the development of critical thinking and scientific reasoning skills with an attention to ethical aspects of data analytics, and been aware of acting in accordance with the ethical standard of scientific research and professional work.
6. P06 PO6: Been equipped with the ability to plan, take responsibility in economic projects individually or within a team for economic decision making for a variety of economic concepts in national and global environment.
7. P07 PO7: Endowed with the ability to communicate and explain effectively economic arguments both in oral and written ways to those with scholar knowledge and non-experts.
8. P08 PO8: Been able to apply economic theory and methods in real life situations which is of primary importance to generate relevant economic policies and conduct economic research.
9. P09 PO9: Developed an ability to conduct economic research and write a thesis connecting the theory and empirical conditions with particular attention to ethical perspectives and social responsibilities.

Po-Lo Matrix