10 cp Prerequisites MKTG600 Marketing Management Teaching Organisation 3 hours per week for twelve weeks or equivalent.
Understanding consumer behaviour is the key to creating effective marketing strategies. It is important for marketers not only to understand what consumers purchase, but also the psychology behind purchasing behaviour, including cross-cultural differences in buying behaviour. Both marketing scholars and marketing practitioners need to understand that marketing plans around the world should be keyed to consumer needs and behaviour patterns. These are the essence of competitive advantage. The objective and rationale for this course is to focus on issues in consumer behaviour.