CCM3153

Course Descriptions

The foundation of the study of human consumer behaviour will be laid in this course. As such, it introduces students to the basic approaches to studying consumer behaviour, explains the theories underlying the understanding of consumers and their behaviour, and empowers students to apply the theory in practical settings. Forming an intrinsic part of business and marketing strategy, an understanding of consumer behaviour helps future business leaders to research and understand the forces shaping society. It will also help them to understand what inputs are required in responsible consumer decision-making.

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Modules

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