Section 1 – Consumer behaviour
Learning Outcomes
Outcome 1
The student will explore issues which are of importance in respect of consumer behaviour
within the context of our contemporary consumer society. (1 0%)
1.1 identify and analyse the situational influences which are of importance and relevance
in respect of consumer behaviour within the context of our contemporary consumer
society
1.2 Assess different types of staged decision process models and patterns of consumer
behaviour
1.3 Analyse key influences and determinants of the consumer‘s relationship with
customer service and the impact these have on customer behaviour
1.4 Analyse the contemporary issues facing consumer behaviour in a global market
place
Outcome 2
The student will investigate the importance and fundamental values incorporated within the
context of consumer behaviour to marketing activity. (15%)
2.1 Evaluate the importance of fundamental values incorporated within the context of
consumer behaviour to marketing activity
2.2 Compare and contrast the different influencers in respect of consumer behaviour.
Assessment Methods
The assessment method for this section will be a combination of:
1. Individual written information mark
[Total marks 180]
2. individual classroom contribution and commitment mark
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