Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Module Offerings
5522NCCG-JAN-PAR
5522NCCG-SEP-PAR
5522NCCG-SEP_NS-PAR
Aims
This module considers the consumer decision making process, from needs recognition, evaluation of alternatives, purchase and post purchase evaluation. Theories and frameworks will be discussed and applied to real world scenarios.
Learning Outcomes
1.
Breakdown the steps of the consumer decision making process.
2.
Analyse B2C and B2B to understand the influences on decision making.
3.
Compare the methods businesses can use to influence the different stages of the decision making process.
4.
Evaluate the impact that mass marketing has on individual wellbeing.
Module Content
Outline Syllabus:Consumer decision making models and journey and the four views of consumer decision making
Influential factors on decision making
B2C and B2B decision making process
Consumer perception and decision making
Culture and sub-culture on consumer behaviour
Patterns of buyer behaviour
Digital platforms to influence consumer behaviour