MSC3214

Description

In this course, students gain an understanding of the foundations, scope, and challenges of psychology of consumer behavior, as well as the cultural and personal and social indicators of consumer choices and decision-making process. Organizations and businesses are always facing new challenges including understanding consumer needs, attitudes, cognitive processes, and social influence role. This course will equip students with skills to understand psychographic and social perspective of consumer behavior and handle current and developing challenges in creating consumer-centric marketing communication strategies.