Consumer Behaviour

Course Coordinator: Chan Hoi Yi, BBA (Hons), MSc (CUHK)

Aims
This course aims to provide students with core concepts, frameworks and tools used by marketers when analysing, interpreting and predicting consumer responses to marketing efforts, and the opportunity to apply these in marketplace situations.

Contents
The course covers the following topics:

• Introduction to consumer behaviour
• Consumer decision making
• Internal factors influencing consumer behaviour: Parts I and II
• External factors influencing consumer behaviour

Learning support
There are five two-hour tutorials and one two-hour surgery.

Assessment
There are two assignments, four online quizzes, and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.