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.