Browse Hierarchy MARK6009: Contemporary Consumer Behaviour

Every day consumers make choices about the multitude of products they choose, use and dispose of, and organisations need to know how consumers reach their decisions. This module builds on students? previous marketing knowledge by developing a thorough understanding of the theories of consumer behaviour and their appropriate application in different organisational contexts. It examines decision-making processes, consumption or product usage and post consumption behaviours. The module is important because the actions of consumers lie at the heart of marketing theory and practice.