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
- Understand and explain the nature and scope of consumer behaviour and present about this in a professional and engaging manner
- Identify and explain factors which influence consumer behaviour and demonstrate how knowledge of consumer behaviour can be applied to in practice to marketing
- 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
- Identify and discuss characteristics and challenges in dealing with consumer behaviour for firms in the modern world including cultural and ethical implications
- Gather, evaluate and synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem solving skills
- Work effectively and efficiently in a team addressing consumer behaviour topics