Course Code: MKTG 2500
Academic Year: 2024-2025
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 on the consumer in relation to product consumption, students will learn how marketers attempt, or could attempt, to influence consumer behaviour, off-line and online.