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The purpose of this course is to study the process of consumer decision making and its determinants, and the resulting implications for marketing strategy. This module is essential for companies as it helps them understand why individuals act in certain ways, identify what individuals want (products, services, attributes, associations), how they want to be spoken to (communicate) and influence behaviour in certain situations. Consumer behaviour is therefore a central topic in marketing. It is imperative that business graduates gain an in-depth understanding of the role of consumer behaviour for company success. The broad aim of the course is to understand the consumer decision-making process. This module will provide students with an understanding of the crucial importance of understanding the psychology of consumers for company goal achievement. Students will be able to apply the theories and principles of consumer behaviour in a specific context.