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MSc in Marketing and International Business |
First Term,
2023-24
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MIB501 - Consumer Behaviour |
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Brief Course Description
The purpose of this course is to
examine the available theory and research concerning the psychology and decision
making process of the consumer. We will take the perspective of a marketing
manager who needs knowledge of consumer behaviour in order to develop, evaluate,
and implement effective marketing strategies. Concepts and theories from the
behavioural sciences will be examined.
We will focus on creatively using these ideas (a) to understand peoples'
consumption-related behaviours, and (b) to develop and evaluate marketing
strategies intended to influence those behaviours.
In practical terms, we will address questions such as:
What kinds of marketing stimuli do consumers
notice? What motivates consumers?
How can we aid consumer memory for our brand name
and product features? How can we get consumers to choose our product over
competitors? How and why do consumers in different cultures react differently to
the same marketing stimulus? In addressing questions such as these, this course
will give participants an appreciation of how getting inside the mind of the
consumer enables the marketing manager to design better marketing strategies,
with a particular emphasis on effective communication tactics.
Lecturer
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Course description and schedule
Last Updated: 12 Sep 2023
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