Overview
| B BUS (Accg) | Elective | |
| B BUS (MGT and FIN) | Elective |
A clear understanding of consumer behaviour is critical for developing and evaluating effective marketing strategies. This subject provides a theoretical grounding in the field of customer behaviour examining both the internal and external human factors affecting behaviour and decision-making. It develops an awareness and understanding of customers as the central focus of marketing action, and discusses relevant theories developed in marketing, psychology and other behavioural sciences. This subject develops students’ abilities to apply customer behaviour concepts to marketing problems.
