Description
This module explores behavioural science and its application in two essential parts of business: management and marketing.
The discussion of behavioural science in management is organised around a framework that explains how individual factors (personality, perception, value, attitude, emotion, and motivation) interact with organisational factors to influence the employee decision-making, and includes methods, theories, and applications.
The discussion of behavioural science in marketing is organised around a framework that specifies the sequence of the consumer decision journey (attention, interpretation, memory, attitude, choice, and loyalty) that intervenes between the marketing mix (input) and purchase behaviour (output), and covers both metrics for assessing each step (methods) and drivers for influencing each step (underlying reasons).Ìý Marketing research tools are also used.
Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 19th August 2024.
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