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