Learning outcomes assessed:
1. Explain how consumers make buying decisions and the influences of the various concepts from economics, psychology and sociology impacts on consumer behaviour.
2. Discuss theories, concepts and analytical frameworks that inform decisions underpinning consumer behaviour.
3. Identify and explore major decision-making areas faced by marketing managers in practice and examine some of the tools and techniques available to meet the
4. Analyse concepts relating to consumer behaviour ethics and corporate social responsibility.