Summary of content

This module will develop the student's appreciation of consumer buying behaviour concepts and deepen their understanding of the ways in which they influence marketing decisions. Taking a multi-disciplinary approach, the module will provide a balance and synthesis of relevant theories, empirical data and examples of current marketing practice. The purpose of the module is to equip students with an understanding and broad based knowledge of the characteristics of consumers and their purchasing behaviour.

Summary of PRME related issues: lectures discuss the issues of materialism, sustainable consumption and ethical consumers in the context of responsible business practice.

Module structure

Assessment methods