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Understanding Consumer Behaviour

Module code: BUSM058

Credits: 15.0
Semester: SEM1

Contact: Dr Stephan Dickert

All marketing action is aimed at consumers. Without an understanding of the consumer the application of marketing tools is unlikely to yield the desired outcomes. This module develops a useful, conceptual understanding of consumer and market behaviour as a main consideration in marketing. The course offers a brief introduction into consumer research and then focuses on an understanding of the consumer from a mainly psychological perspective. Overall, the course provides frameworks that enable students to address the issue of understanding consumers responsibly, systematically, and creatively.

Connected course(s): UDF DATA
Assessment: 100.0% Coursework
Level: 7

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