This module is designed to help students understand the influence consumer behaviour has on marketing activities. Students apply psychological, social and cultural concepts to marketing decision making. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, lifestyle, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making.
Learning Outcomes
LO1: Analyse consumer motivations and decision process.
LO2: Examine Market segmentation and how segmentation can inform marketing strategy.
LO3: Develop a substantial understanding of marketing situations in an analytical manner.
LO4: Effectively produce, interpret, and analyse written text and business presentations for creating effective marketing channels.