Module overview
Understanding what motivates, influences and drives buyers to buy; be they consumers or business purchasers, is a critical area of learning in marketing. This module explores a range of buyer behaviour concepts, models and frameworks, enabling you to critically consider how these apply to different organisations and contexts. Further, this module supports you to connect with learning across your programme, in areas such as customer insight and marketing data analysis, to consider how understanding buyer behaviour can contribute to the development of effective and relevant marketing actions.