Module code: MAR7510-B
To develop the knowledge and skills that are required to understand, explain, research, and influence the behaviour of consumers in digital age by focusing on the way technologies and internet affect consumer decision making process. To enable students to be able to critically discuss consumer behaviour concepts within the context of marketing management/digital marketing and in a wider, societal context, through experience in the use of traditional and digital models, frameworks and techniques. To provide understanding of what consumer insights are and how companies can gain them using social media.
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