| Purpose: After completing this module, the student will be able to demonstrate an informed understanding of the nature of consumer behaviour, the many individual and external/group factors that influence the behaviour of consumers and their decision-making processes. Students will be able to demonstrate an understanding of, and be able to show the ability to select and apply consumer research, market segmentation, targeting and positioning, standard methods of trends in consumer behaviour, and the concept of relationship marketing and customer relationship marketing. Furthermore, students will be able to apply their knowledge of consumer behaviour practically in order to implement the concepts of consumer behaviour in their field of work. |
