Marketing begins and ends with the consumer – from determining consumer needs to providing consumer satisfaction. Thus, a clear understanding of consumers is critical in successfully managing the marketing function. This module prepares students for making informed decisions about how to manage and respond to the needs and wants of consumers. The study of consumer behavior is intended to acquaint you with both what it means to be a consumer in a market-orientated society and what, as a marketer, you need to know to understand the role of meeting the consumer’s needs and wants in the development of marketing strategy.
- Lecturer: K.K.W.S. Rathnakumara
- Lecturer: J.A.C. Senarathne
- Course Director: Dimani Jayatissa