CONSUMER BEHAVIOUR

This course examines theories derived from other disciplines such as psychology and sociology, and guides thinking like marketing managers when applying this knowledge to solve marketing problems. Through case studies spanning diverse product categories, as well as a real-life marketing project developed with Proctor & Gamble, the course provides opportunities to learn and apply consumer behavior theories and concepts. Topics include an introduction and application of buyer behavior concepts; marketing decision making; consumer behavior models; the identification of psychological variables which influence customer decision making; external factors affecting consumer behavior; and an introduction to a variety of consumer-related market research techniques.