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Aug 19 - Consumer Behaviour is a Course

Aug 19 - Consumer Behaviour

Ended Dec 21, 2019
4 credits

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Full course description


This module is designed to provide students with theoretical and practical appreciation of understanding why and how consumers reach purchase decisions. An in-depth analysis of the consumers’ behavior will guide the students to understand the drives and motives that may lead to the purchase of goods and services. The objective of the module is to analyze consumer behavior in terms of relevant concepts derived from behavioral sciences. The module also aims to explain the several basic models of consumer behavior as well as to give students a broad understanding of current issues that will enable


Dr Nazlida Muhamad  


Online forums will be used to support the scaffolding of knowledge, understanding and abilities. The teaching style will include video conferencing, discussion forums and activity based learning techniques. The focus of the teaching style will be determined through learning diagnostics, undertaken by students, which will identify learning styles needs. A cooperative learning framework is used as a means of supporting equity for both teaching and learning styles.

Video Overview

What you get

  • Consumer Behavior and Decision Making
  • Consumer Research and Market Segmentation
  • Consumer Needs and Motivation
  • Personality and Lifestyle
  • Consumer Perception
  • Behavior Learning
  • Consumer Attitudes
  • Group Processes and Diffusion of Innovation
  • Influences and Opinion Leadership
  • Social Class and Culture in Consumer Behavior