Consumer Behaviour MQF LEVEL
6
STMARTINS.EDU/COMPUTING
TOTAL CREDITS: 7ECTS
This unit introduces students to the increasingly important area of consumer behaviour. It deals with the decision making process that result in the choice and the purchase of goods and services, and therefore has a large influence on the strategy of firms and on the economy and the culture of countries. The unit builds naturally on the second year unit in Principles of Marketing (SMb20106) and will complement the study of other marketing related units at this level. At the end of this unit the student will have acquired the responsibility and autonomy to: — assess and evaluate the factors, internally and externally, that contribute to consumer behaviour; — apply relevant consumer behaviour theories in the development of marketing strategies; — evaluate the tools available to retailers in the purchase environment; — apply appropriate research techniques in the understanding of purchase behaviour; — explore the various components of the Logical Flow Model. The assessment for this unit will be computed using the following weighting system: — 15% Assessed Coursework — 85% Examinations
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