Consumer and Organizational Buyer Behavior

(3 Credit Hours) · Undergraduate

This module will provide you with an understanding of the foundations of consumer behaviour in order to formulate and devise appropriate marketing strategies and plans. As part of this, you will consider, compare and contrast the traditional approaches to customer behaviour as well as more contemporary options. Specifically, you will be introduced to the wide range of individual, social and group influences which impact upon consumer purchase decisions; how different customer behaviour models and theories can be practically applied to understand customer behaviour and to contemporary customer behaviour issues. In addition, we aim to develop an appreciation for the ways in which consumers behave. DU - Dublin City University This module emphasises the centrality and breadth of consumption in contemporary consumers' lives. Students will also be challenged to reflect on their own experience as consumers. Throughout the course, students will be required to examine how facets of consumer behaviour can drive and inform managerial decision-making in the marketplace. The course is delivered primarily through weekly lectures