Sales Promotion & Consumption

The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Various sub-cultures will be studied based on age, ethnicity, gender and lifestyle values. Perception of the self and brands is considered along with the social issues of attitudes, behaviour, beliefs and personality and its longer-term impact on consumer learning. The subject offers an introduction to the psychology of the consumer, and the impact that this has for the marketer in creating, developing and delivering customer-valued products and services.

Students should bring their own laptop to lessons.