This module delves into the psychological factors shaping consumer decisions, focusing on motivation, personality, attitudes, and learning. Students will examine various motivation theories, gaining insights into the drivers of consumer behavior. The module explores how individual personalities influence purchasing decisions and guides students through the process of attitude formation in consumers. Additionally, students will learn to apply concepts from learning theories to real-world marketing strategies, understanding how consumer experiences impact brand perceptions and behaviors. By the end of this module, students will be able to leverage psychological insights to inform effective marketing practices.

This module examines how social factors shape consumer decisions, focusing on the influence of culture, subcultures, social groups, and family dynamics. Students will evaluate how cultural values and subcultural identities impact consumer behavior, analyze the role of reference groups, and assess how family and household structures influence purchasing decisions. Additionally, the module explores social class and its effect on consumer preferences and behaviors. By the end of this module, students will have a comprehensive understanding of the social dimensions that drive consumer choices, enabling them to apply these insights to create more effective marketing strategies.

This module explores the cognitive processes behind consumer judgment and decision-making, focusing on both rational and irrational aspects. Students will examine how biases and heuristics shape consumer choices and identify common decision-making shortcuts that influence purchasing behavior. The module also covers key theories of persuasion, emphasizing how these principles are applied in marketing to influence consumers effectively. By the end, students will gain a nuanced understanding of consumer psychology, equipping them to design strategies that anticipate consumer biases and leverage persuasive techniques to drive impactful marketing outcomes.

This module provides a comprehensive overview of research methodologies used to understand consumer behavior. Students will explore various quantitative approaches, such as surveys and experiments, as well as qualitative methods like interviews and focus groups, to gain in-depth consumer insights. Emphasis is placed on ethical best practices in research, ensuring responsible and accurate data collection. Through real-world applications, students will learn how these research techniques are applied to develop actionable insights in marketing. By the end of this module, students will be equipped to design and analyze consumer research studies effectively and ethically.

This module explores the evolving landscape of consumer behavior, emphasizing contemporary trends, and the impact of digital transformation and ethical consumerism. Students will examine how technological advancements such as on demand services and omnichannel retailing reshape consumer interactions and decision-making and assess the growing influence of ethical consumerism on marketing strategies. The module also introduces sensory marketing and neuro-consumer behavior, highlighting their applications in understanding subconscious consumer responses. By analyzing emerging trends, students will gain insights into how shifts in technology and values influence consumer behavior, preparing them to adapt marketing practices to an ever-changing market environment.