|1.||Reflect critically upon theoretical approaches and practice-based innovations in the key academic literature by evaluating their application to the field of consumer behaviour;|
|2.||Appraise cognitive modes including cultural, social and psychological influences and present these through individual and group based activities;|
|3.||Deconstruct consumer behaviour though the application of behavioural models including double jeopardy, duplication of purchase law and dirichlet theory;|
|4.||Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories and explain these through individual and group based activities; and|
|5.||Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession.|
|Essay||Individual Essay (1000 word)||15%|
|Other||Reflection 2500 words||30%|
Consumer Behavior and Marketing Strategy. 9th Edition.
J. Paul Peter & Jerry C Olson. (2010).
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