|Module Convenor: Sally Hibbert|
Develops a theoretical understanding of consumer behaviour and consumption as well as the necessary critical and analytical skills for applying that knowledge to practical marketing situations. Reviews the roots of consumer behaviour research, the various schools of thought and examine particular theories, concepts and research. Assesses the implications of consumer behaviour and consumption for marketing in commercial and non-commercial contexts, public policy and consumers themselves.
To understand and evaluate the range of different perspectives on consumer behaviour.
2 Hour Examination (60%); Individual Coursework (2,000 word essay) (40%)
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