On successful completion of this module, students should be able to:

Module Specific Skills:

understand the nature of consumer behaviour and apply concepts and theories used in the study of consumer behaviour in developing effective marketing decision making recognize the importance of studying consumer behaviour for the effective implementation of the marketing concept

Discipline Specific Skills:

critically evaluate the models, theories, and concepts commonly used in exploring and understanding marketing practice apply a range of behavioural concepts and theories in order to understand or justify marketing activity

Personal and Key Skills:

critically assess competing theories develop their oral and written communication skills

further develop problem solving skills