Aug 25 - Understanding Consumer Behaviour: Insights for Marketers

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

Instructors

Dr Nazlida Muhamad  

Dr Nazlida Muhamad received her Phd in Marketing from The University of Western Australia in 1999.  She has taught marketing modules in Malaysian, Saudi and Australian public universities, prior to working at UBD.  Her research interests and publications are in the area of consumer behavior -with special interest on issues pertaining to Islam, and its role on Muslim consumer behaviors in the marketplace. Among others, her works are published in Psychology and Marketing, Journal of Islamic Marketing, Journal of Business and Policy Research, and Journal of computer-mediated communication.

Format

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.