PRA3003

Course Descriptions

This course studies the role consumer behaviour plays in the development and implementation of advertising programs. The course will provide students with an in-depth understanding of the roles and functions of consumers in the market place. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological processes, including consumer learning process, and external factors, such as culture, social class, group influences, and situational determinants leading to satisfaction/dissatisfaction with a product/service.

Prerequisite

PRA2013 Principles of Advertising

Workload

Workload not available

Modules

Modules not available