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Consumer Behaviour
Liberal Arts & Social Sciences Program
London, England
Dates: 1/22/22 - 6/4/22
Consumer Behaviour
OVERVIEW
CEA CAPA Partner Institution: London South Bank University
Location: London, England
Primary Subject Area: Marketing
Instruction in: English
Course Code: BBM_6_COB
Transcript Source: TBD
Course Details: Level 400
Recommended Semester Credits: 4
Prerequisites: Principles of Marketing / Marketing Research
DESCRIPTION
The field of consumer behaviour is a dynamic discipline, which many regard as an applied social science. Accordingly, the value of the knowledge generated should be judged in terms of its ability to improve the effectiveness of marketing practice. Consumer behaviour is influenced by many perspectives and is interdisciplinary, evidenced by research ranging across numerous fields of study. Given the diversity of the approach and levels it is important that final year students are encouraged to apply the principles of marketing rather than just synthesise information. This application of theory is of particular importance as major consumer behavioural changes are underway not least because of the development of the e-commerce marketing channel and globalisation.