Course outline

In order to create successful marketing strategies managers first need to understand the complex way in which people behave as consumers.  There is a significant body of knowledge that draws on research into understanding what human behaviour underlies the processes involved in consumer decision making and behavior.  This course provides an exploration of the complex dynamics of consumer behaviour in diverse cultures around the globe.  It is designed to develop an understanding of the psychological, social, and cultural influences on consumer behaviour.  Theoretical perspectives are employed to predict consumer response to different marketing stimuli in various parts of the world.


Introduction & role of CB in decision making

Consumer behaviour & value

Culture and consumer behaviour

Power of micro-cultures

Learning & perception

Comprehension & memory

Motivation & emotions

Personality, lifestyles and self-concept


Group & interpersonal influences

Situational influences

Consumer decision making process

Post consumption behaviour