This strategically focused course introduces students to the theory and practice of Consumer Behaviour so that students can use this knowledge for planning, developing and implementing marketing strategies. It will help them to appreciate the reasons for the choice and use of products and the relevance of behavioural issues in marketing activities.
Learning Outcomes:
At the end of this course the students will be able to:
- Describe the theory and principles of consumer decision making
- Perform consumer behaviour research
- Explain how consumer behaviour variables influence marketing strategy decisions
- Demonstrate how personal and psychological concepts influence consumers’ choices
- Discuss cultural and social factors in behaviour patterns
- Evaluate criteria that form the decision process
- Apply ethical and socially responsible marketing behavior
