MKT5272 - Consumer Behaviour

Objectives:

On successful completion of this module students will be able to:

(1) demonstrate familiarity with major theories of perception, learning and motivation as they apply to consumer behaviour;
(2) account for and interpret social influences on the consumer;
(3) apply insights from consumer psychology to improve the effectiveness of decisions in both consumer and organisational marketing.

Content:

1) Introduction to behavioural and cognitive approaches to psychology.
(2) Theories of perception, learning, motivation and personality.
(3) Social influences on behaviour and attitude formation.
(4) Common buyer decision models and their application.
(5) Organisational buying behaviour.

Learning and Teaching Information:

Lectures
Contact Hours: 20
Number og Groups:1
Tutorials
Contact Hours: 20:
Number of Groups: 4