Consumer Psychology

• • Consumer decision-making;
  • Needs and motivation influencing consumption ;
  • Consumer personality and self-concept;
  • Consumers as Individuals;
  • Sustainability/Corporate Social Responsibility;
  • Culture and Marketing;
  • Social Class and Marketing;

No eligibility requirements

Additional requirements

No additional requirements

Successful marketing decisions require a sound understanding of consumer behaviour, whether in the context of commercial firms, non-profit organisations, or government departments. This course provides you with a thorough appreciation of the complexities of consumer decision-making to ensure that your future marketing decisions achieve your objectives in your target market.

• Brand Audit (Group Task) (25%)
• Mid-Term Exam (20%)
• Buyer Behaviour - Theoretical Analysis (Individual Task) (55%)

For textbook details check your university's handbook, website or learning management system (LMS).