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Course Description

Examine the processes consumers go through in selecting, purchasing and using products and services. Explore the psychological influences on consumer decision making as well as the external factors that influence our behaviour. Investigate the influence consumer psychology has on the development of marketing communications through case studies and practical examples.

Prerequisites

Introduction to Marketing (MRKTCB158) AND Communication (COMMLL041) OR Introduction to Marketing (MRKTCB158) AND Communication D (COMM11040) OR Introduction to Marketing (MRKTCB158) AND Essential Communication Skills (COMM11000)

Equivalents

Consumer Behaviour-Option (MRKTBA575) OR Consumer Behaviour (MRKTCB375)

Course Hours

42

Credit Value

3
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