−Explore and compare the core theories of consumer behaviour in both consumer and organisational markets.
−Apply and demonstrate theories to real world marketing situations by profiling and identifying marketing −Appraise models of Consumer Behaviour and determine their relevance to particular marketing situations.
−Apply and enhance abilities to input this knowledge in the marketing planning process, particularly in market segmentation,positioning,and marketing mix development.
−Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics.
−Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research.
