Year of Study:	3
Credit Units:	3
Duration:	45hours
Prerequisites:	BUS2001 Principles of Marketing or with the Instructor’s permission and upon endorsement of the relevant Head and Programme Director

This module introduces students the key concepts and theories of consumer behaviour. The topics encompass consumer behaviours as an individual, in groups, and under (sub-)cultural influence. The module is also designed to give students opportunities to discuss the marketing implications and to apply their knowledge to marketing situations.

Upon completion of this module, students should be able to:

1. describe the concepts and theories of consumer behaviour;


2. identify plausible concepts and theories to explain consumer’s behaviour;


3. analyse, interpret and report consumer research findings for managerial decision-making; and


4. apply their knowledge in consumer behaviour to design efficient marketing strategies.