Consumer Behaviour

Course Code

MKTG 2500

Academic Year

2016-2017

This course introduces students to the exciting and emerging field of consumer behaviour. It explores the individual, social and cultural factors in global consumer behaviour in relation to product research and development. Through an investigation of internal and external influences acting within, or upon, the consumer in relation to product consumption, students will learn how marketers attempt, or could attempt, to influence consumer behaviour, off-line and online.