It is suitable for January entry, but interested students are urged to enquire early about recommended preliminary reading. This course introduces students to the ideas and methods which are unique to direct marketing. Assessment is by group presentation and by examination. This course provides an awareness of the ways in which the social sciences can aid our understanding of individual consumers. Current research in consumer behaviour will be examined and its relevance to practice assessed.
Assessment is by essay, presentation and examination.
This course begins in October. It is suitable for January entry, but interested students are urged to enquire early about recommended preliminary reading. This course provides a critical study of advertising from both a theoretical and managerial point of view. Advertising will be examined as an influence on consumer behaviour and as a major element in the marketing mix. The role of the advertising agency will be examined in detail, supported by guest lectures given by practitioners.