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.
This 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.