AU: 4.0
Programme: BUS

Marketing typically deals with identifying and meeting human and social needs. In the center of every marketing strategy stands the consumer. Being able to examine consumers' behavior helps firms and organizations improve their marketing strategies. This course will provide you with the necessary theories and methods to better understand how consumers behave. In particular this course will focus on issues such as The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products) The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Good marketing is no accident, but a result of careful planning and execution. There is constant tension between analysis of how consumers act under certain circumstances and the translation of these findings into creative marketing strategies. The course is organized in a way that it trains students how to integrate both consumer behavior analysis and creativity into a meaningful strategic symbiosis.


Interesting course on consumer behaviour. I took this mod back in 2014, when Prof Robert was teaching the concepts of value and "what makes things cool".. the concepts were so impactful I still can remember some of them today

Interesting concepts to take away from the course, but getting an A is a different story. Group project makes up a significant portion of the grade and because of the nature of the module content, it is difficult to ensure a high score. You can put in "good effort" and apply what is taught.. but really there is little distinction between right or wrong, so it really depends on the professor liking your project as a whole. For quizes wise, textbook contents can be memorized .. not too challenging and most students should be able to score very high marks for those. The most differentiating factor I feel would be the project.