Not available in 2012
Previously offered in 2008, 2007, 2006, 2005
This course focuses on the contemporary consumer marketing environment from a global perspective. It is important for marketers not only to understand what consumers purchase, but also the psychology behind purchasing behaviour, including cross-cultural differences in buying behaviour. This course will provide students with forums, discussions and case studies to practically apply consumer marketing theory to address issues and solve problems relating to the contemporary consumer marketplace.
To provide students with the ability to:
1. Acquire, organize and present consumer marketing information and make recommendations to industry with regard to their consumer marketing decisions.
2. Operate effectively with comprehensive and well-founded consumer marketing knowledge, skills and ethical standards appropriate in the marketing discipline.
3. Act effectively in consumer marketing related decision-making and problem solving.
4. Work autonomously and collaboratively to problem solve consumer marketing problems and issues.
5. Recognize and respond appropriately to cross cultural issues involved in contemporary consumer marketing.
Consumer Marketing Theory, Consumer Decision Making and Behaviour, The Global Consumer, Cross Cultural Issues in Contemporary Consumer Marketing, The Role of Marketing Research in Contemporary Consumer Marketing, The Role of Ethics in Contemporary Consumer Marketing, Consumers and the 4ps.
GSBS6010 Foundations of Marketing Theory
GSBS6021 Consumer Decision-Making and Behaviour
GSBS6031 Marketing Research
Modes of Delivery
Lecture: for 3 hour(s) per Week for Full Term