Marketing

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Consumer Psychology
(2024) Dr Havisha Vaghjee
This lesson plan for the Consumer Psychology module is designed for undergraduate students. The module introduces learners to key psychological principles that shape consumer behaviour, such as perception, motivation, learning, attitudes, and socialinfluence. Spanning five interactive sessions, the plan incorporates diverse teaching and learning strategies, including case studies, discussions, peer feedback and group presentations. Assessments are designed to encourage both individual critical thinking and collaborative application of theory to real-world marketing contexts.