Introduction to the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. Focuses on the decision making processes in consumption behaviour in different buying situations. This will develop the students' ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology will also be examined. -- Course Website
Prerequisites: 314190 (v.1)<br/> Marketing Management 510<br/> <br/> or any previous version