A study of the factors that influence, explain and help predict consumption behaviour for both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. The use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers. -- Course Website
Instructor: Dr Gerri Spassova (First Semester); Dr Mauricio Palmeira (Second Semester)
Prerequisites: MKF1120, MKW1120 or MKP1120
