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Consumer Behavior

Course goal

The course is designed to provide students with a thorough knowledge of integrated theories from psychology, sociology, anthropology, and economics to better understand and predict consumer behavior. The emphasis will be on how internal and external forces determine behavior. The significance of consumer behavior and research are discussed, as well as internal influences such as motivation and involvement, personality, self-image, lifestyle, perception, learning, attitude formation, and change, and communication; external influences such as culture, subculture, social class, reference groups, and family, and the diffusion of innovations; and consumer decision making. Students obtain knowledge on fundamental concepts and visions, as well as theory and methods that enable the development and assessment of consumer behavior, by drawing from a variety of disciplines, including psychology, sociology, management, marketing, and economics. Students synthesize and apply their knowledge by investigating real-world instances.

Course guest speakers

​Quang Do:

Senior Product Manager, Salesforce, USA

Tram Nguyen

Manager, Music Content Partnership YouTube Music, APAC, Google Singapore

​Anh Ngo

Perfumer Designer, IFF: International Flavors & Fragrances Inc. Netherland

Course guest speakers

Adam Wood:

​Chief Product Officer, Infotiles, Norway

Course goal

The lectures and readings will play the foundation role for knowledge acquisition and will be enhanced by class discussions, presentations, assignments, games, and other activities. These exercises are intended to offer students the chance to understand brand management concepts and to apply this knowledge in management scenarios. The lectures are designed with three main elements: brand management concepts, case studies, and guest sharing. All three elements align with the content as follows: 1. Brands And Strategic Brand Management 2. Customer-Based Brand Equity And Brand Positioning 3. Brand Resonance And Brand Value Chain 4. Choosing Brand Elements To Build Brand Equity 5. Designing Marketing Programs To Build Brand Equity 6. Integrating Marketing Communications To Build Brand Equity 7. Branding In The Digital Era 8. Leveraging Secondary Brand Associations To Build Brand Equity 9. Developing A Brand Equity Measurement And Management System 10. Measuring Sources Of Brand Equity: Capturing Customer Mind-Set 11. Measuring Sources Of Brand Equity: Capturing Market Performance 12. Designing And Implementing Brand Architecture Strategies 13. Introducing And Naming New Products And Brand Extensions 14. Managing Brands Over Time 15. Managing Brands Over Geographic Boundaries And Market Segments 16.Closing Observations

Electronic Devices

​Brand Management

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