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.
Hoyer, W. D., MacInnis, D. J. and Pieters, Rik. (2012). Consumer behavior. 6th edn. Boston: MA: Houghton Mifflin.
Kotler, P. and Armstrong, G. (2018). Principles of marketing. 17th edn. Prentice Hall.
Peter, J. and Donnelly, J. (2013). Marketing management. 11th edn. McGraw-Hill/Irwin.
Solomon, M. (2018). Consumer behavior: buying, having, and being. 12th edn. Prentice Hall.