10cp

International Consumer Behaviour

Prerequisites MKTG600 Marketing Management.

Teaching Organisation 3 hours per week for 12 weeks or equivalent.

The key to a successful marketing strategy, both domestically and globally, is often based on a thorough understanding of consumer behaviour. This unit explores the buying processes and the factors that drive consumers to behave the way they do in various market contexts domestically and internationally. The unit investigates key issues in understanding contemporary consumer behaviour such as attitudes, group influences, culture, social class, consumer learning processes, organizational and personal buying decision making.

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