Consumer BehaviourModule Details

Background and Rationale

This course covers how behaviour influences the way products/services are consumed and how and why consumers behave the way that they do.  The course will examine different theories of marketing, psychology and other behavioural sciences that are related to consumer behaviour. The course will help students understand and apply these theories to predict how consumers will respond to different marketing situations. The purpose of this course is to introduce students to the field of consumer behaviour in the market place and the principal factors that influence consumers as individuals and decision makers in the buying process.

Learning Outcomes

At the end of the course students will be expected to:

1)    Explain the key terms, definitions, and concepts used in the study of consumer behaviour.
2)    Apply their knowledge on consumer behaviour in order to develop marketing programmes and strategies to influence those behaviours.
3)    Evaluate the effectiveness of various advertisements and promotions and their attempts to influence the behaviour of individuals.
4)    Examine the trends in consumer behaviour and apply them to the marketing of products and services.
5)    Synthesise consumer behaviour information and existing knowledge gathered from a number of sources and experiences.
6)    Work effectively and efficiently in a team addressing consumer behaviour topics.
7)    Complete a project that demonstrates both working knowledge and analytical skills in assessing the consumer decision-making process.