Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to relate the marketing concept to the development of a customer service strategy; apply consumer behaviour theory to the development of marketing strategies; discuss the process of consumer decision making and its impact on marketing strategy; explain the relationships between both individual and environment factors on consumer behaviour; evaluate customer service strategies in relation to the retail marketing mix.
Synopsis Consumer behaviour - consumer buying model; store and product selection criteria; customer segmentation; core customer concept. Customer service - service definition and expectations; development and delivery; customer service strategies. Retail selling - principles and practice; customer relations. Managing the sales floor - staff scheduling; training; productivity; consumerism.
Assessment Written (3000 words): 30% + Written (2000 words): 30% + Examination (2 hours): 40%