Course: Understanding Consumer Behaviour

Course Code: MGMK6007
Credit Hours: 3

Understanding Consumer Behaviour explores how the understanding and application of consumer behaviour is central to the planning, development, and implementation of marketing strategies. The module focusses on the strategic applications of understanding consumer behaviour within the context of the influences of the dynamic high-tech marketing environment, and the effects on the employ of relevant marketing strategies and tactics in a wide variety of marketing situations. The module is further centered around psychological factors and theories that explain consumers’ buying decisions and how these decisions impact the competitive marketing environment

In addition to the focus on consumer behaviour in domestic markets, this module also exposes students to a global perspective to consumer behaviour. This entails a demonstration of the importance of cultural differences in multinational marketing, enabling students to understand the dynamics of cultural differences on consumer behaviour.

Understanding Consumer Behaviour further addresses new technologies and the online practices of all ages and subcultures. There is also much discussion of the increasing impact of the use and growing influence of new media in creating more effective targeting strategies. Throughout the units, relevant cases are being utilised to show students the real-life application of the concepts covered so that they can see how real companies use consumer behaviour to create marketing strategies.