The foremost objective of this course is to present an introduction to the field of consumer behaviour, and to illustrate the importance of understanding consumer behaviour for marketing managers, advertisers, policy makers, and the consumers themselves. The course will provide students with basic knowledge about the processes involved when individuals or groups select products or services.
The course examines a wide range of consumer behaviour concepts and students will gain theoretical and practical understanding of both internal (psychological) and external (social, cultural) factors that affect consumer behaviour. They will also learn how these factors are exploited by firms and policy makers with the help of modern information and communication technologies.
Throughout the course, cases from different industries will be used as illustrations. Students are expected to gain theoretical knowledge through the course content and to apply it to real-world case studies in exercises and discussions.
School of Business and Law