This course focuses on concepts, principles and theories drawn from marketing and related social science disciplines that are relevant to the prediction and explanation of individual, group and environmental influences on consumption behaviour. Beyond understanding how consumption behaviour is manifested in all of its forms, students are exposed to a decision-making perspective by examining how marketing segmentation and positioning strategies impact various models of buyer behaviour. 3 lecture hours per week, one term.
Prerequisites
Prerequisite: 16:261 and 16:368.
