This unit will introduce students to the fast-changing field of advertising and promotions. To understand the role of advertising and promotion in today's online and offline world and market fragmentation, one must recognize how a firm can use all the promotional tools to reach and communicate with specific target segments.
The study of consumer behaviour enables marketers to understand and predict consumer behaviour in the marketplace; it is concerned not only with what consumers buy, but also with why, when, where, how and how often they buy it. Consumer behaviour is not only about high-involvement consumers purchasing high price goods and services, it is also about the everyday, habitual and mundane aspects of consumption. In this unit we will take into consideration consumers’ decisions not as the end point but rather as the beginning point of a consumption process.