Course overview
This course will cover fundamental knowledge about human behaviour and how this relates to buying behaviour. Students will gain an understanding of evidence-based theories to explain and predict consumer behaviour. Students will learn about well-established descriptive knowledge on patterns in buying behaviour that generalise over known conditions and how this fundamental knowledge can be applied to inform marketing decisions. Psychological, social, cultural and individual factors will also be investigated and how these influence buying behaviour.
- Buyer Behaviour Patterns
- Consumers As Individuals
- Socio-Cultural Impacts On Consumption
Course learning outcomes
- Describe key aspects of consumer behaviour and market segmentation
- Describe the complexities of consumer decision making processes
- Demonstrate how well-established descriptive knowledge of consumer behaviour can be applied to marketing
- Assess the value of scientific investigation of consumer behaviour issues
- Display critical thinking and problem-solving skills
- In a team, work effectively to address consumer behaviour issues within a specific context
Degree list
The following degrees include this course