Course info

Consumer Behaviour Module is one of the main courses at Faculty of Business Administration. This course adopts a problem-based learning approach (PBL) in teaching and focuses mainly on essential topics that help students gain a good understanding of consumer behaviour theories and practices. This, in turn, will enable students to understand, discuss, and resolve real-world problems with the focus being placed on the Libyan context. The course covers a wide range of relevant themes such as consumer behaviour definition, marketers and consumers, the consumer marketplace, consumer motivation, consumer information processing and decision making, consumer perception, consumer learning, consumer attitudes, influences on consumer behaviour, individual versus organizational buying behaviour, self and personality, and finally cultures and subcultures. This course will be taught using case analysis, PBL sessions, role play, interactive exercises, assignments, and presentations.