Sign In With Google
Course Description
-
Course Name
Consumer Behaviour
-
Host University
University of Roehampton
-
Location
London, England
-
Area of Study
Marketing
-
Language Level
Taught In English
-
Course Level Recommendations
Upper
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
-
UK Credits
20 -
Recommended U.S. Semester Credits4 - 6
-
Recommended U.S. Quarter Units6 - 7.5
Hours & Credits
-
Overview
Understanding consumers' behaviour is fundamental to successful marketing. Drawing on a range of perspectives including those from psychology, sociology and economics, we attempt to understand the factors that affect consumption behaviour, and the processes of buying, having and disposing of products and services.
We consider a range of issues that confront a marketing manager, for example: in an environment where consumers are confronted by a bewildering array of choices, how do consumers choose and what are the stages and key moments of a customer's consumption journey?
What role do habits, novelty, experiences and interactions play in how consumers make choices? What is the role of the customer in the creation of value, and how will their memories of a consumption experience influence future choices?
In exploring consumers' behaviour we will develop insights that assist marketers in the management of customer experiences.
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.