Course Code: MKTG 150
Academic Year: 2025-2026
This course provides students with a foundational understanding of the dynamic and evolving field of consumer behaviour. It emphasizes global perspectives and examines the individual, social and cultural influences shaping consumer decision-making processes. Students will explore how internal and external factors affect consumer interactions with products and services. Through applied analysis, the course highlights how marketers develop strategies to influence purchasing behaviour in offline and digital environments, focusing on product research, development, and market engagement.