Course overview
The aim of this course is to extend students' in-depth knowledge of buyer and consumer behaviour through the application of advanced knowledge in practical settings. Buying behaviour and buying behaviour theories; Culture, class, and other factors influencing purchase behaviour; Empirical generalisations and models of buying behaviour; Segmentation and purchase behaviour; Consumer attitude, intentions and purchase behaviours; Brand beliefs and brand salience; What motivates consumers to buy categories?
Course learning outcomes
- Develop a deep and interdisciplinary understanding of what influences consumer behaviour and how buying behaviour occurs.
- Discuss and apply empirical generalisations and models that describe consumer behaviour patterns.
- Apply theory to advanced practical marketing questions related to consumer behaviour.
- Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Teamwork (foundation and intermediate levels); and ii) Oral Communication (intermediate level).