CONSUMER BEHAVIOR (3 SCU)

Learning Outcomes :

Upon successful completion of this course, students are expected to  be able to Identify and explain the role of consumer behaviour and value concepts in analysing contextual business opportunities; explain and apply the concepts of consumer behaviour and value in solving marketing and managerial problem; apply appropriate marketing research methods to conduct a basic consumer behaviour research; create effective marketing strategy using principles of consumer behaviour and value;  and  apply principles of ethics and consumer behaviour in making marketing analysis and decision.

Topics:

This course is designed to provide students with basic understanding of consumer behavior. Drawing from rich research in psychology and marketing as science, students would be exposed to various applications of the concepts in the business world. The course is to equip students with ability to analyze business problems using both the point of view of consumers and companies, so that students would be able to give unique approach and sensitivities to attacking the problems and providing creative and rich solutions.  The course has also been enriched with the latest research in digital consumer behavior.