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MKT5611 - Consumer/Buyer Behaviour

Offering Academic Unit
Department of Marketing
Credit Units
3
Course Duration
Intensive Teaching Mode/One semester
Exclusive Courses:
FB6603 or MKT6603
Course Offering Term*:
Semester A 2024/25

* The offering term is subject to change without prior notice
 
Course Aims

This course aims to provide students with the knowledge and understanding of the theories in Psychology, Sociology and Anthropology, which are essential to the study of consumer behaviour. Prevailing techniques of understanding consumers’ buying behaviours and business applications of consumer behaviour principles will be included. Business cases are analyzed to apply consumer behaviour theories in real world settings. Marketing Ethics and social responsibility of firms and consumers will be discussed.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 100%
 
Detailed Course Information

MKT5611.pdf

Useful Links

Department of Marketing