This course is about everyone as a consumer. By blending cutting-edge research in marketing, consumer psychology, and technology with relatable real-world examples, we’ll explore how to be a smart and confident consumer. Students will investigate questions including the drivers of overspending and impulsive purchasing, how packaging and advertising shape consumer perception, how to apply principles of consumer psychology to make better decisions, from choosing gifts to using AI for more efficient shopping. This course empowers students with the knowledge to navigate the complex modern marketplace as a confident and savvy consumer.

CILO-1: Explain consumption behaviours in real life with key concepts and principles of marketing. CILO-2: Identify the major individual and social factors that affect consumers’ decision-making process. CILO-3: Understand the implications for business and consumers through in-class case studies and assess the impact of recent societal and technological developments on consumer behaviour. CILO-4: Investigate marketing campaigns that follow popular trends to expand the knowledge of successful strategies in contemporary consumption practices. CILO-5: Evaluate consumer choices and apply sustainable and rational principles to personal purchasing decisions. CILO-6: Demonstrate communication skills and critical thinking through collaborating in group projects and presenting their findings in a structured format.