Course overview
This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.
Course learning outcomes
- Identify and explain factors which influence consumer behaviour and demonstrate how knowledge of consumer behaviour can be applied to marketing practice;
- Discuss and apply empirical generalisations and models that describe consumer behaviour patterns
- Provide a theoretical and practical basis for assessing consumer behaviour using real-world examples and report on this in a professional, logical and coherent way;
- Gather, evaluate and synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem-solving skills;
- Understand and explain the nature and scope of consumer behaviour and address this in a professional and engaging manner: individual and team work
Degree list
The following degrees include this course