Advances in Consumer Analysis - MARK6013

The basics of consumer behaviour are reviewed. This is followed by an advanced-level treatment of the subject, with themes such as: the historical antecedents of consumer behaviour, the culture of consumption, the social psychology of consumption, and the ecology of learning and perception. Also considered is the impact of these influences on marketing strategy, such as the development and proliferation of product formulations and the uses and limitations of mass communications. Students are exposed to research methods, especially sociological, qualitative, ethnographic and interpretive approaches.
Exclusion: MARK5955