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

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