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MGT 528 Consumer Behaviour: Reading list

MGT 528 Consumer Behaviour

Department: MSc Business Administration

Module Description: In this module students will learn how behaviour influence the way we consume products/services and how and why consumers behave the way that they do.   The module will cover different theories marketing, psychology and other behavioural sciences theories that are related to consumer behaviour. The module will help students understand and apply these theories to predict how consumers will respond to different marketing situations.

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