Module Description
This module covers how behaviour influences the way products/services are consumed and how and why consumers behave the way that they do. The module will cover different theories of marketing, psychology and other behavioural sciences that are related to consumer behaviour. The module will help students to understand and apply these theories to predict how consumers will respond to different marketing situations.
Module Aim
The purpose of this module is to introduce students to consumer behaviour in the market place and the principal factors that influence consumers as individuals and decision makers in the buying process.
Module Learning Outcomes
After completion of the module students should be able to:
Complete a project that demonstrates both working knowledge and analytical skills in assessing the consumer decision-making process.