• Apply analytical tools to determine how culture, personality and lifestyle affect the behaviour of consumers and self
• Analyse how consumer attitudes are formed, and consumer opinions change in order to better understand your own and other's personal consumption experiences
• Evaluate how different sources of group influences can affect and radically change consumers' consumption
• Create specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty

Topic 1: Introduction to buyer behaviour

• Basic consumer behaviour concepts such as consumer needs and wants and market segmentation, as well as a psychological approach to understanding consumer behaviour

Topic 2: Culture

• How cultural diversity and differences influence the way that consumers make decisions

Topic 3: Consumer decision making

• Individual decision-making processes to understand if consumers make rational decisions, or if there are systematic biases in the ways people make decisions

Topic 4: E-commerce buying behaviour

• How buyers behave in an online environment and identifying online technologies within modern marketing

Topic 5: Perception and unconscious thought.

• The consumer perception process, sensory marketing, semiotics and subliminal advertising techniques

Topic 6: Learning, memory and product positioning

• How basic cognitive processes (e.g., attention, learning and memory, self-control, and emotions) shape consumer decision-making

Topic 7: Motivation and involvement

• The motivational drivers towards behaviour and involvement with the product, the marketing message, and purchase situation

Topic 8: Attitude formation and change

• The nature of attitudes, attitude development and persuasion techniques

Topic 9: Gender stereotypes and social identity

• The consumer's self-concept, gender identity, ideals of beauty and body decoration or mutilation

Topic 10: Consumer ethics and misbehaviour

• How consumers' ethical concerns about business practices influence their purchase behaviour