BMALX233 – Consumer Behaviour and Society
Consumer Behaviour and Society
The purpose of this module is to provide the student with an understanding of the current theories of consumer behaviour and the practical application of these to marketing management in general, and non-personal marketing communications in particular. This module will consider representation and the psychological, sociological, cultural, gender and political aspects of consumer behaviour from the perspective of a marketing decision maker.
- Directed hours
- Self directed hours
- Total learning hours