Discover the cogs at work behind buyer behaviour. Consider preferences, judgement and decision-making using social science. Combine elements of psychology, sociology, economics and more to explain why people buy, and predict when they’re about to.
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01 Mar 2021
30 Aug 2021
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This subject introduces the role of buyer behaviour and equips students with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and buying behaviour. Specifically, it integrates concepts and theories developed in the social sciences such as cognitive psychology, sociology, economics, anthropology and demography to explain and help predict consumption behaviour in both individuals and organisations. Students will learn how to acquire and apply this knowledge to improve organisational strategy and success, in terms of developing marketing strategies, predicting buying behaviour and creating strategic initiative around protecting consumers in the marketplace.
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