This topic focuses on one of the foundations of marketing: consumer behaviour. Students will learn how knowledge about consumer behaviour relates to the marketing of products and services in both the private and public sectors. Subjects covered include: the role of consumer behaviour in marketing; the consumer as an individual; the consumer in social and cultural settings; the marketing decision-making process.
This topic focuses on the consumer behaviour foundation of marketing. The topic provides an introduction to consumer behaviour and how this knowledge relates to the marketing of products and services.
Timetable details for 2021 are no longer published.