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BA (Hons) Business and Marketing Management with Integrated Foundation Year

Module code: UGB365

Module name: Psychology of Consumers in a Digital Age

Number of credits: 20


Familiarise yourself with consumers’ decision-making journeys by drawing comparisons with the traditional and digital consumers who are increasingly shopping by using Omni channels. Discuss prevalent models with particular references to communications strategies, innovation, and socio-cultural customs affecting the business. Consider the scope of digital behaviour by utilising various theoretical approaches in order to develop consumer models which befit you as the digital consumer.

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