Overview
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Learning activities
Learning outcomes
Demonstrate knowledge of key terms, concepts, theories and models of consumer behavior;
. Apply consumer behaviour theory, concepts and models to real life marketing situations;
Demonstrate your ability to work coherently as a team and communicate effectively as a group;
Display the capability to think about how perceptions influence behaviour across different cultures and contexts;
Integrate knowledge of ethical considerations in the areas of consumer vulnerability and protection.
Assessments
Additional information
Topics include:
1. Introduce students to the key theories and concepts that contribute to consumer behaviour as multidisciplinary area of study.
2. Provide an insight into the complexities of external and internal influences on consumer behaviour.
3. Provide students with the skills to predict the likely effect of environmental and promotional marketing influences on the behaviour of consumers.
4. Provide students with skills which will help with subsequent marketing subjects.