Unit Code: MGT907

Unit Name: Consumer Behavior

Description: The purpose of this course is to provide students with an understanding as to how and why consumers behave in a particular way, therein enabling entrepreneurs and managers to design and implement better marketing strategies. In this course we examine a wide diversity of consumer behavior topics including consumer behavior and marketing strategy, consumer information processing, consumer decision making, and consumer social influences and strategies for marketers. Students also learn problem solving techniques that can be applied to case studies and project activities.

Learning Target Outcomes: On successful completion of this course, students will be able to: 1. examine consumer behavior and associated marketing strategies. 2. examine consumer information processing. 3. evaluate consumer decision making and plan strategies to capitalize on such decision making. 4. examine consumer social influences 5. design and implement contemporary marketing strategies.

Prerequisite: Postgraduate Diploma in Entrepreneurship & Management

Prerequisite Sentence: N/A

Credit Point: 20

Offered In: Semester 1