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Course Name (English)
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UNDERSTANDING CONSUMER
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| Course Code |
MKT535 |
| Course Description |
This course examines the consumer behavior theories and practices as well as its applications in the marketing area. It also reviews the principal areas of consumer behavior knowledge that are applicable to marketing for students to better comprehend the factors that influences and produce specific behavior by end consumers. |
| Transferable Skills |
At the end of the course, students should be able to:
1. Analyse the theories and practices related to consumer behavior. (PLO10) (C4)
2. Demonstrate social skills and responsibilities through reflective activities related to current consumer behaviour trends. (PLO13) (A3)
3. Demonstrate communication skills through presentation of current consumer behavior trends. (PLO4) (A3)
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| Teaching Methodologies |
Lectures, Collaborative Learning |
| CLO |
| CLO1 |
Analyse the theories and practices related to consumer behavior. ( C4 ) |
| CLO2 |
Demonstrate social skills and responsibilities through reflective activities related to current consumer behavior trends. ( A3 ) |
| CLO3 |
Demonstrate communication skills through presentation of current consumer behavior trends. ( A3 ) |
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| Pre-Requisite Courses |
No course recommendations |
| Reading List | | Recommended Text | - Solomon, Michael R. 2018, Consumer Behavior: Buying, Having and Being, 12th Ed., Pearson Education
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| Reference Book Resources | - Solomon, Michael R. 2015, Consumer Behavior: Buying, Having and Being, 11th Ed., Pearson Education
- Schiffman, Leon G. & Wisenblit, Joseph L. 2015, Consumer Behavior, 11th Ed., Pearson Education
- Schiffman, Leon G. & Kanuk, Leslie L. 2013, Consumer Behavior, 10th Ed., Pearson Education
- Lennora Putit, Kenny Teoh Guan Cheng & Amily Fikri 2016, Consumer Behavior, Oxford University Press
- Blackwell, Roger D., Miniard, Paul W. & Engel, James F.; adapted by Pai Di-ching, Norjaya Mohd Yasin, Wan Jooria Hood 2012, Consumer Behavior, Cengage Learning
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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