Unit Code: MGT902

Unit Name: Consumer Behaviour and Marketing

Description: The course aims to provide students with an understanding of consumer behavior; to acquaint students with the factors which influence consumer behavior through the decision-making process and cultures of consumption; and to outline the links between consumer behavior research and marketing theory and practice. The main aim of this course is to develop an understanding of the study of consumer behavior and to look at the factors that facilitate and guide the behavior of the consumers in the marketplace. The other aim of this course is to examine the full range of consumer behavior in the context of the incredibly dynamic, high-tech global environment in which we live.

Learning Target Outcomes:

Prerequisite: N/A

Prerequisite Sentence: PGD or Bachelor Degree

Credit Point: 16

Offered In: Trimester 1