Consumer Behaviour

DESCRIPTION:
Processes used by consumers to select, purchase, and use products and services, factors affecting consumer behavior, and the implications for developing marketing strategies.

RATIONALE: 
Successful marketing strategies are based on an intimate understanding of a consumer’s behavior. This course provides an excellent opportunity for the student to consolidate behavior theory and see its relevance to real-life marketing decision-making. The course does not duplicate the material in any other course; it analyzes extensively some concepts introduced in Principles of Marketing and serves as a foundation course for subsequent marketing courses dealing with strategic decision-making.

LEARNING OUTCOMES: 
On successful completion of the module, the student should be able to:
1. Demonstrate an understanding of consumer behavior concepts.
2. Apply critical thinking to assess consumer issues and potential outcomes.
3. Demonstrate an understanding of the implications of consumer behavior concepts on developing marketing strategy.

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Learning activities include lectures, class discussions, and exposure to real-world examples drawn from cases, databases, articles etc.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instruction, timely announcements, as well as additional resources.