Programme Outlines and Overviews

The Consumer Behaviour course will start by introducing and developing the major streams of research within the field. The course will examine key perspectives in each of these streams. Throughout this course, consumer behaviour concepts, models, theories and tools will be used to gain a deeper understanding of consumers behaviour. Furthermore, specific analytic tools and research methods in the field will be introduced and applied to various consumer contexts. **Connection to Research and Practice** The course requires the student to carry out research into how theoretical themes in consumer behaviour manifest in specific behaviours. The course covers the renewal of markets and the changes that are evident in consumer behaviour. The course includes conducting research among consumer to understand these changes.