Course overview
This course aims to provide students with comprehensive theory-driven and evidence-based understanding of consumer and industrial buying behaviour; how buyers buy, when they buy and what they buy. Students will learn about scientific law-like patterns in buying behaviour, and the factors that affect heterogeneity in buying including geography, gender, age, serendipity and more. They will develop practical skills and knowledge, developing insight into what marketing practitioners can realistically expect from their customers and how the insights can be applied to make well-informed marketing decisions.
Course learning outcomes
- Demonstrate an in-depth and interdisciplinary understanding of how consumers and industrial buyers buy and how this shapes marketing practice
- Synthesise and discuss well-established empirically grounded theories related to buying behaviour
- Critically evaluate and apply theory to advanced practical marketing scenarios in consumer and industrial buying contexts
- Demonstrate advanced communication and interpersonal skills to address consumer and industrial buying behaviour issues in a professional and engaging manner (individual and teamwork)
Degree list
The following degrees include this course