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course level


Examines relevant theories and models of consumer behaviour and latest thinking in consumer research and how it informs marketing decision-making. This course seeks to help students to develop a broader view of consumption, beyond the act of buying. It seeks to develop students’ ability to understand how products, services, and consumption activities contribute to and shape our social experiences. By questioning our basic assumptions about consumer rationality and decision-making, the course offers insights on how humans actually make choices in the “real” world.