Consumer Behaviour

Unit Code: 200084.2

Contact hours: Recommended 8-10 hours of study per week

Unit Description

This unit introduces students to consumer behaviour as a critical component in marketing philosophy, and is fundamental to the development of effective marketing strategies. The consumer context is examined through the application of concepts, theories and models derived from disciplines such as sociology, anthropology, psychology, economics, and mass communications. Students will also examine current and future consumer trends in various marketplaces.

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