EDM2103 Consumer Behaviour

The course will focus on the study of consumers and their behavioral patterns in the consumption and purchase of product/services as well as the impact of information technology (social media, digital media) on consumer behavior. It examines behavioral and cognitive psychology and their application in order to measure and interpreting consumers’ formation of attitudes and beliefs. The course provides a psychoanalytic perspective in order to inform the development of marketing strategy as well as to what motivates individual to purchase a specific branded product. It provides an in-depth appreciation of the consumption culture in modern and postmodern life and how marketers develop life style branding strategies to attract different group of consumers’ market segments.

Course Objectives
The course is intended to equip students with the ability to:

• Appreciate general aspects of consumer behavior; 
• Internalize entrepreneurial practices in relation to customer conduct;
• Build on the appreciation of  the dynamics customer relations
• Develop options of developing strategically planning customer attraction practices

Learning Outcomes
On completion of this course, students should be able to:

• Describe similarities and differences between various entrepreneurship and business development; 
• Appreciate the significance of entrepreneurial business development in small scale business sector
• Evaluate key strategic approaches for business creation among entrepreneurs
• Recognize the foundations of current entrepreneurial business development