MGT397   Consumer Psychology   (20 credits)

Description

This module provides a comprehensive understanding of psychological processes driving consumers: decisions related to various products/services, and their consumption behaviour. This will be achieved using the lenses of various psychology and marketing theories. The module also offers an understanding of how consumer psychology influences various marketing decisions at the organisational level (e.g. in terms of marketing communications, new product development, and business strategy). Current examples and case studies will be used to apply and demonstrate the usefulness of these theories in the context of contemporary business practice and the modern consumer society.

Reading List