Course Brief

Consumption is so prevalent that we are often unaware of its importance in shaping our lives. This course adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer.

This course is available for purchase through SBCS GLI until January 2022. Examinations are available until August 2023.


  • 45-60 Contact Hours
Topics covered
  • People as consumers.
  • Consumer society
  • Market segmentation.
  • New products and innovations.
  • Perception.
  • Personality and the self.
  • Learning, memory and thinking.
  • Motivation.
  • Family influences.
  • Social and developmental influences.
  • The influence of small groups.
  • The influence of social class.
  • Cultural influences
  • Attitudes
  • Communication and persuasion.
  • Approaching a decision.
  • The decision and its consequences.
  • Models of consumer behaviour.
  • The future consumer.