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Buyer Behaviour

Module code: MARK 2303

Module description

This module aims to provide an introduction to the various concepts and theories developed by the study of Buyer Behaviour and a consideration of how they may be used to achieve marketing objectives.

These aims are achieved by providing examples from a range of concepts and demonstrating their practical application. This activity creates insight into a variety of buying processes and shows how marketing operations may affect buyers' decisions.

Contact hours per student per year

  • Lectures: 20 hours
  • Tutorials: 8 hours

Assessments

  • Coursework: 50%
  • Unseen exam: 50%

Additional costs: No extra costs other than purchase of books

 

 
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