The foremost objective of this course is to present an introduction to the field of consumer behavior, and to illustrate the importance of understanding consumer behavior for marketing managers, advertisers, policy makers, and most importantly, to consumers themselves. The course will provide students with basic knowledge about the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires.
The course examines a wide range of consumer behavior concepts and students will gain theoretical and practical understanding of both internal (psychological) and external (social, cultural) factors that affect consumer behavior. In addition, the course will provide students with an understanding of ethical and socially responsible consumer behavior practices. Cases from different industries will be used as illustrations. Students are expected to gain theoretical knowledge through course content and attain practical training via relevant exercises and in-class discussions.
School of Business and Law