Understanding consumers' behaviour is fundamental to successful marketing. Drawing on a range of perspectives including those from psychology, sociology and economics, we attempt to understand the factors that affect consumption behaviour, and the processes of buying, having and disposing of products and services.

We consider a range of issues that confront a marketing manager, for example: in an environment where consumers are confronted by a bewildering array of choices, how do consumers choose and what are the stages and key moments of a customer's consumption journey?

What role do habits, novelty, experiences and interactions play in how consumers make choices? What is the role of the customer in the creation of value, and how will their memories of a consumption experience influence future choices?

In exploring consumers' behaviour we will develop insights that assist marketers in the management of customer experiences.

*Course content subject to change