10cp

Consumer Behaviour

Prerequisites MKTG100 Principles of Marketing.
Teaching Organisation 3 hours per week for 12 weeks or equivalent.

The unit is designed for business students who already have some elementary understanding of the principles and practice of marketing. It explores the buying processes and the factors that drive consumers to behave the way they do. The unit focuses on the key issues in understanding contemporary consumer behaviour such as consumer learning processes, attitudes, group influences, culture, classes, organisational and personal buying decision making.

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