Business and Consumer Behaviour
This module will help you to understand the main factors that influence consumer and business behaviour, and how consumers and businesses make their buying decisions. It will provide you with a systemic knowledge of the various theoretical influences, informed by leading edge research and practice in the field.
The module is split into two distinct parts: the first part will concentrate on business buying behaviour and the remainder of the module will focus on consumer buying behaviour.
Assessment
Group Coursework 40%
Examination 60%
Tutors: Dr Stefanos Mouzas and Dr Morven McEachern
