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Consumer Behaviour (MKTG102)

Course description

The study of consumer behavior is an important part of the science underlying the design of marketing programs.  Drawing upon academic research in marketing, psychology and economics, the course introduces important theories, methods, and findings of research on attention, comprehension, memory, attitude formation and choice.  The course also covers macro influences on consumer behavior at the reference group, sub-cultural, cultural and environmental levels. This course lays the theoretical f...


Pre-requisites

Seminar Required

Graded, 1.0 Credit Units


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