| Course Title |
Consumer Behaviour |
| Course Code |
BK 3301 |
| Credit |
4 |
| Semester Offered |
1 |
| Duration of Courses |
|
| Degree |
Undergraduate |
| Programme |
Bachelor of Business |
| Course Description |
This module is designed to provide students with theoretical and practical appreciation of understanding why and how consumers reach purchase decisions. An in-depth analysis of the consumers’ behavior will guide the students to understand the drives and motives that may lead to the purchase of goods and services. The objective of the module is to analyze consumer behavior in terms of relevant concepts derived from behavioral sciences. The module also aims to explain the several basic models of consumer behavior as well as to give students a broad understanding of current issues that will enable them to make decisions appropriate to marketing strategy.
|
| Prerequisite |
BB 2204 Marketing Management
|
| Other Description |
Bachelor of Business (Bus. Admin.): Major Option/ Breadth
All other majors/programmes: Breadth
|
| Language of Instruction |
|
