Understanding consumer behaviour, be it individual or organisational, is crucial for success in marketing. This module will enable you to analyse the reliability and validity of different research techniques and to critically evaluate theories of consumer behaviour and their application. You will learn how to apply these theories to research within a range of contexts and industries.
● Understand what is meant by consumer behaviour and its relevance to marketing.
● Examine how consumer behaviour can be researched and the ethical considerations involved.
● Examine and compare the internal and external factors which affect the buying behaviour of (a) the individual and (b) organisations.
● Evaluate the theoretical approaches that help us understand how and why consumers buy new products within a range of different contexts.
● Analyse the post-sales stage of customer loyalty, retention and engagement.
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Your progress throughout the module will be monitored through coursework, projects and/or mid-term examinations, depending on the type of final assessment method chosen by each professor.
Your participation in the module will also be assessed and will be based on how you participate/engage in class and with the virtual classroom space.
Albert Pallarès Solé is a Consultant in international trade with experience of more than 25 years as a professional in Internationalisation of small and medium size enterprises. He has extensive knowledge of the Fashion sector especially in the area of positioning International luxury brands. He is also a professor at the University of Barcelona and Co-founder of La Miük, a skincare boutique company.
