Instructor: Dr Mahani binti Mohammad Abdu Shakur

Course Synopsis

The course is design to enhance the student's knowledge and understanding of the principles, theories, concepts and practices utilized  in the field of marketing management. The course also emphasizes on the integration of important aspects of amarketing efforts and strategies towards achieving the organisation's mission and objectives.

This OpenCourseWare@UNIMAS and its related materials are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

The end of the learning unit, you should be able to:

At the end of the learning unit, you should be able to:

At the end of this learning unit, you should be able to:

By the end of the learning unit, you should be able to:

At the end of the learning unit, you should be able to:

• explain why marketers should understand consumer behaviour
• analyse the components of end user consumer decision making process
• identify and understand the factors affecting end user consumer buying decision
• explain the major differences between end user consumer market and business market
• analyse the components of business consumer decision making process
• identify and understand the factors affecting business consumer buying decision