This course aims to provide students with the knowledge and understanding of the theories in Psychology, Sociology and Anthropology, which are essential to the study of consumer behaviour. Prevailing techniques of understanding consumers' buying behaviours and business applications of consumer behaviour principles will be included.

Participation in Classroom Activities (10%)

Students' competence level will be assessed based on their performance in the in-class activities including games, quizzes, case studies, exercises and group discussions. These activities are designed to gauge students' mastery of major concepts and theories as well as their ability to discover and apply principles of consumer behaviour in different business situations.

Group project (35%)

In the group project, students are required to select a product business or a service company for analysis. The project consists of a written report and an oral presentation. Performance will be evaluated in light of their capability to integrate relevant concepts into business situations, discover the main issues, and develop appropriate solutions for the selected company. Peer evaluation will be conducted.

Individual Assignment (25%)

The assignment is to assess students' competence level to discover the issues and apply the theories and concepts covered in the business context.

Final Test (30%)

The final test is to measure student's understanding of the issues discovered in the entire course. Their ability to analyze buying behaviours and identify business applications of consumer behaviour principles will be assessed.