This unit examines the external and internal factors that influence people's behaviour in a purchase situation. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and economics. These components of a consumer's psychological and socio-economic profile are considered as influences in determining marketing strategies. -- Course Website
Instructor: Dr Yimin Stephanie Huang
Prerequisites: MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
