Courses

This module draws attention to how demand is generated by consumers and how marketers use various marketing tools to understand consumer behaviour and to create consumer satisfaction. Topics consist of fundamental models of consumer behaviour, stages of buyer decision processes, consumer motives and value, perception,
consumer attitudes and cultures. Students are expected to acquire a working knowledge of consumer behaviour and be able to integrate terminologies, concepts and techniques into real world situations.

This module introduces students to the principles of retailing, and examines retailing techniques and the factors that influence modern retailing. Key concepts examined include retail customer buying behaviour,competition in retailing, store location, store layout, merchandising, pricing and promotional issues and problems.

This module focuses on developing skills in face-to-face customer interactions and building a professional image. Topics such as effective oral and listening skills, nonverbal
communication, handling difficult customers, and personal grooming and dressing are examined. While it is important for a business or marketing students to
have wide and varied technical knowledge and skills, it is equally crucial to acquire the ability to communicate effectively, both verbally and nonverbally.

This module focuses on developing knowledge in managing the operations of a retail store and creating a positive shopping experience for customers. Topics on retail store functions and other day-to-day operations such as stock management, store security, recruitment, selection and motivation of store employees, customer service approaches and visual merchandising will be examined.