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Course Code: MKM502

This course investigates the manner in which people interact with products and their marketing environment. Understanding consumers, enables marketers to effectively meet the needs of buyers in the market, and be more successful in their marketing activities. The course introduces students to the influences that consumer behaviour has on marketing activities.

The course will provide an opportunity for students to utilize some of the techniques that marketers use to understand and influence consumers and how these techniques contribute to our daily lives.

Topics covered include:

  • Introduction to Consumer Behaviour and Consumer Research
  • Internal and External Influences on Consumer Behaviour
  • Consumer Decision Making

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