Course overview
This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.
- Understanding Buying Behaviour Patterns
- Consumers as Individuals
- Socio-Cultural Influences
Course learning outcomes
- Analyse and explain factors which influence consumer behaviour and how knowledge of consumer behaviour can be applied to marketing practice.
- Apply empirical generalisations and models that describe consumer behaviour patterns.
- Report on theoretical and practical aspects of consumer behaviour using real world examples.
- Synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem-solving skills.
- Explain the nature and scope of consumer behaviour and address this through individual and team work.