This course will enable learners to demonstrate understanding of factors affecting consumer behaviour and purchase decision-making, and how this knowledge may be used by organisations e.g. through relationship marketing. It also explores ethical issues, such as product/service misrepresentation and unethical behaviours by consumers, such as illegal copying and downloads, false insurance claims.
This course enables learners to demonstrate in-depth understanding of marketing, design and innovation for global markets. It focuses on entering global markets, market research to enter new markets, the importance of protecting intellectual property rights and the design of appropriate global marketing strategies.