Overview
A key role of consumer psychology is to provide organisations with insights into how consumers think, feel, and act.
In this unit, you will explore the psychology behind consumer decision making and behaviour. You will examine ways in which marketers leverage consumer needs, motivations, and perceptions to configure product and … For more content click the Read More button below.
Offerings
S1-01-PENINSULA-ON-CAMPUS
Requisites
Prohibition
Contacts
Chief Examiner(s)
Associate Professor Fiona Newton
Notes
MKX2111 can be taken as an alternative to this unit
Learning outcomes
On successful completion of this unit, you should be able to:
1.
explain how psychological characteristics of consumers can influence consumer decision making
2.
discuss how external factors can influence consumer decision making
3.
discuss core theoretical explanations of consumer decision making
4.
apply acquired knowledge of consumer psychology to segment markets and develop appropriate marketing strategies.
Teaching approach
Problem-based learning
Active learning
Assessment
1 - Within semester assessment
2 - Examination
Scheduled and non-scheduled teaching activities
Lectures
Tutorials
Workload requirements
Workload
Learning resources
Required resources