Consumer Behaviour Engineering Program Spring 2020 Semester - London

The field of consumer behaviour is a dynamic discipline, which many regard as an applied social science. Accordingly, the value of the knowledge generated should be judged in terms of its ability to improve the effectiveness of marketing practice. Consumer behaviour is influenced by many perspectives and is interdisciplinary, evidenced by research ranging across numerous fields of study. Given the diversity of the approach and levels it is important that final year students are encouraged to apply the principles of marketing rather than just synthesise information. This application of theory is of particular importance as major consumer behavioural changes are underway not least because of the development of the e-commerce marketing channel and globalisation.