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This course focuses on the contemporary consumer marketing environment from a global perspective. It is important for marketers not only to understand what consumers purchase, but also the psychology behind purchasing behaviour, including cross-cultural differences in buying behaviour. This course will provide students with forums, discussions and case studies to practically apply consumer marketing theory to address issues and solve problems relating to the contemporary consumer marketplace.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
To provide students with the ability to: 1. Acquire, organize and present consumer marketing information and make recommendations to industry with regard to their consumer marketing decisions. 2. Operate effectively with comprehensive and well-founded consumer marketing knowledge, skills and ethical standards appropriate in the marketing discipline. 3. Act effectively in consumer marketing related decision-making and problem solving. 4. Work autonomously and collaboratively to problem solve consumer marketing problems and issues. 5. Recognize and respond appropriately to cross cultural issues involved in contemporary consumer marketing.
Consumer Marketing Theory, Consumer Decision Making and Behaviour, The Global Consumer, Cross Cultural Issues in Contemporary Consumer Marketing, The Role of Marketing Research in Contemporary Consumer Marketing, The Role of Ethics in Contemporary Consumer Marketing, Consumers and the 4ps.
|Replacing Course(s)||Not Applicable|
|Assumed Knowledge||GSBS6010 Foundations of Marketing Theory GSBS6021 Consumer Decision-Making and Behaviour GSBS6031 Marketing Research|
|Modes of Delivery||Internal Mode
|Timetable||2014 Course Timetables for GSBS6135|