Consumer Behaviour

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Consumer behaviour is complex and influenced by many factors. A thorough analysis and understanding of these factors allows organisations to plan effective marketing activities suitable to their target market. Through this module, you’ll gain an understanding of the consumer’s importance in the marketing process. You'll examine the theoretical models and frameworks within the discipline and how they’re implemented within specific areas (e.g., Product and Brand Management, Retail Marketing and Marketing Communications). This module will give you the opportunity to construct and conduct effective consumer research projects, enabling you to make more effective marketing decisions on the basis of sound evidence and analysis

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