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Marketing Behaviour

duration Duration: 1 teaching period

unit code Unit Code: MKT20020

contact hours Contact Hours: Recommended 8 hours of study per week

About this unit

Marketing Behaviour explores the nature of buyer psychology and its influence upon buying behaviour in the context of marketing. This unit provides a broad understanding of the factors and psychological processes shaping buyer behaviour in both consumer and business-to-business marketing. Such knowledge is crucial for understanding how marketing works in the real world, as well as the strategies and tactics that organisations use to influence their customers. The topics covered in the unit will be used constantly in later higher-level marketing units.


  • Buyers, consumers and their behaviours
  • Influences on buyer behaviour
  • Consumer decision making processes
  • Theoretical principles of human behaviour
  • Ethical and environmental dilemmas in consumption behaviour
  • Behavioural economics