MKTG2004

MKTG2004: Consumer Behaviour

Business and Law

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About this Unit

Introduces the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. The unit in essence focuses on the decision processes in consumption behaviour in different buying situations. This develops the student's ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology are also examined.

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Unit Details

Credits25

Contact Hours2 Weekly

Result TypeGrade/Mark

AreaSchool of Management and Marketing (1276)

Field of Education080500 Sales and Marketing (Narrow Grouping)

Handbook View Official Handbook Page →

Tuition Pattern

Tutorial1 x 2 hours weekly
Online Lecture1 x 1 hour weekly

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