Unit Code: MKT601

Unit Name: Marketing Research and Application

Description: Consumer Behavior is the study of exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas. It incorporates theories and concepts from all of the behavioral sciences such as : cognitive, experimental, social psychology, sociology, anthropology and economics. This course covers the factors that influence the product/service choices of consumers. Likewise, the sort of attitudes the consumer possess or forming during the time that you own a product, and how does that attitude or feelings influence or effect on the future purchases.Furthermore, the course aims to develop students? skills and knowledge and to gain a detailed understanding of vital Consumer Behavior (CB) concepts in both theory and empirical research. Students will be exposed to examine how to practically apply their knowledge to real - world strategic marketing management decision making. Students will also explore the concepts of meeting consumers? needs and wants so that they become good researcher and marketer.

Learning Target Outcomes:

Prerequisite: N/A

Prerequisite Sentence: MKT501 orequivalent

Credit Point: 15

Offered In: Semester 1