301mkt

This course focuses on the study of the buying and consumption behaviour of individuals and families and the various factors influencing their buying decisions including cultural, social, psychological, and situational factors. It discusses the principles, concepts, and theories that stem from other social sciences such as psychology, social psychology, sociology, cultural anthropology, economics, and others, and apply them to the purchasing and consumption behaviour of individuals. The course gives special attention to the ways in which these principles, concepts, and theories can be applied effectively to marketing strategies.