Overview
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Academic contacts
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Offerings
MURDOCH-S1-EXT-2018-2020
MURDOCH-S1-INT-2018-2020
MURDOCH-T1-EXT-2021-2021
MURDOCH-T1-INT-2021-2021
Other learning activities
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Learning activities
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Learning outcomes
1.
Demonstrate specialised knowledge of consumer behaviour theories
2.
Critically evaluate consumer behaviour theories within a global context
3.
Apply cross cultural consumer behaviour theories, concepts and models to marketing situations
4.
Design a proposal for a brand and its consumers operating in a foreign market
5.
Demonstrate effective verbal, written, and team interpersonal skills appropriate to working in cross cultural contexts
Assessments
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Additional information
Unit content:*The importance of consumer research.
* The steps in the consumer research process.
* The make-up and composition of a model of consumer behaviour.
* The types of human needs and motives.
* Personality and self-concept/consumer perception.
* The nature of consumer attitudes.
* Social class and consumer behaviour.
* The influence of cultural dynamics on consumer behaviour decision making.
* International segmentation and positioning.