This module provides an overview of the ubiquitous role of consumption in contemporary society. It examines the ways in which consumers act on and interpret the presentation and representation of products, and also ways that such practices and dispositions are structured and shaped by social, cultural and market forces.
It is basically the study of factors and processes involved in the buying and consumption of products, services and experiences.
The central focus of marketing management is the consumer, and in particular the consumer’s needs, wants and desires. Advertising, new product development, sales promotion, and marketing strategy all evolve from an understanding of consumer behaviour.
| Topic 1 | Introduction to Consumer Behaviour |
| Topic 2 | A Consumer Society |
| Topic 3 | Consumer Decision Making |
| Topic 4 | Learning & Memory |
| Topic 5 | The Self & Consumer Behaviour |
| Topic 6 | Social Class & Consumer Behaviour |
Topic 1 Introduction to Consumer BehaviourTopic 2 A Consumer SocietyTopic 3 Consumer Decision MakingTopic 4 Learning & MemoryTopic 5 The Self & Consumer BehaviourTopic 6 Social Class & Consumer Behaviour
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Lecture format with interactive class exercises
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |