1 x 3-hour seminar weekly
Assumed knowledge
Course context
Marketing Specialisation
Topic description
This topic focuses on one of the essential marketing subject: consumer behaviour. Students will learn various Schools of thoughts related to consumer decision making and choice. They 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.
Educational aims
The topic aims to provide knowledge about consumer behaviour and to develop their critical thinking through an understanding of the individual, group, and external factors that affect consumer behaviour. This involves the identification of patterns of purchase, understanding various theories and schools of thoughts related to consumer decision making and understanding how customer analysis affects marketing strategy.
Expected learning outcomes
On successful completion of this topic students should be able to:

  1. Identify and discuss the key theoretical principles of consumer behaviour.
  2. Illustrate the importance of consumer behaviour to marketing practices.
  3. Apply the key conceptual consumer behaviour tools in support to strategic and tactical marketing.
  4. Distinguish examples of successful v. unsuccessful marketing practices
  5. Develop and summarise a consumer behaviour project relevant to real and scenario-based marketing practices.
  6. Identify key implications for organisational success.