This module is designed to provide students with theoretical and practical appreciation of understanding why and how consumers reach purchase decisions. An in-depth analysis of the consumers’ behavior will guide the students to understand the drives and motives that may lead to the purchase of goods and services. The objective of the module is to analyze consumer behavior in terms of relevant concepts derived from behavioral sciences.
To introduce students to the principles that underpin core areas of business and management, and familiarize with all aspects of business operations and resource allocations in order to manage innovatively in the digital economy.
The aim of this module is to provide students with a new method of problem solving which is entrepreneurial thinking. This is a process for discovering and pursuing new opportunities while not being constrained by current dogma.