Module/Course Description

Course Title: Consumer Behaviour

Course Code: UU-MBA-763-ZM

Programme: Master of Business Administration - Marketing

Credits: 25.00

Course Description:

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 to 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.

Prerequisites: UU-MBA-710-ZM, UU-MBA-712-ZM, UU-MBA-717-ZM, UU-Msc-IND100-ZM, UU-FNT-203-ZM

Prerequisites Categories: -

Typical Module duration: 7.0

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