BU432 Consumer Behaviour 0.5 |
This course focuses on the contribution of consumer behaviour to effective marketing decision making. To this end, this course examines the role of the consumers both as purchasers/users of goods and as individuals within a social system. Various theories and models of consumer behaviour are reviewed and their implications for marketing strategy are identified. |
Prerequisite: BU362. |
DRAFT electronic version updated at 1:45 p.m. January 30, 2003