Consumer Behavior _Hành vi người tiêu dùng

Main objectives: This course is designed to provide students with essential and working knowledge of the terminology and concepts in the field of consumer behavior and a better understanding of how consumers make choices and how their choices ultimately affect their well-being. After taking this class, the students should all be able to: (1) Understand basic concepts and major research that has relevance to consumer behaviour (2) Integrate these concepts into a framework that can be applied to the analysis of the individual consumer and the market (3) Analyse and understand consumer's decision making process (4) Apply consumer behaviour in the development and implementation of marketing tactics and strategies. Description: This course will review concepts, issues, and methods applicable to the study of consumer behavior. It is divided into 4 main parts: (1) Psychological characteristics of consumers; (2) Social and external factors influencing consumer behavior; (3) The role of sub-culture and culture; and (4) Consumer decision-making process. Class discussions, case study analysis , practical activities, along with group projects and quizzes will provide the basis for the learning environment in the classroom. The assignment requires students to integrate AI throughout the project, leveraging it for ideation, structuring, content generation, and analysis. The primary level of using AI is "AI Task Completion, Human Evaluation", with creative aspects edging into the "Full AI", as students rely on AI to achieve creative outputs collaboratively while critically engaging with its results.