Course outline:
The course provides an opportunity for an in-depth study of Consumer Behaviour. The course is designed to focus on understanding how and why consumers make the decisions which they do when confronted with a buying decision. It attempts to use this information in guiding marketers to better design appropriate marketing strategies. While the course recognises the universality of consumer decision making, it puts this in a South African context.

DP requirements: Attendance is compulsory for all tutorials. Students must obtain at least 50% for all class work (projects, assignments and tests) to be allowed to write the examination.

Assessment:
Projects, assignments and tests 50%
Final examinations for each module (2 hours)50%

*Course content subject to change