CONSUMER BEHAVIOUR | Makerere University Courses

Course Code:

MBS 8110

Course Credit Units:

Semester:

Semester 1

Year of Study:

Year 2

Undergraduate or Graduate Level:

Graduate Level

College:

College of Business and Management Sciences

School:

School of Business

Department:

Accounting and Finance

Course Discipline:

accounting

Course Description & Objectives:

Consumer Behaviour investigates the manner that people interact with products and their marketing environment. This can include the purchase of products, the consumption of services, or the disposal of goods. Since we are all consumers in the market place in some form Consumer Behaviour can also tell us something about ourselves. As a result, Consumer Behavior is one of the most interesting topics in Marketing.

Learning Outcomes:

Upon successful completion of this course, students should be able to:

Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
Demonstrate how as a marketer you can use your knowledge of consumer behaviour concepts to develop better marketing programs and strategies to influence those behaviours.
Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviours of individuals.
Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.

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