Section outline

  • The success of business organisations is hinged on the insight they have of their customers’ and their needs. It is vital for them to concentrate or focus their efforts on understanding customers if they are to excel in business. This course is designed to provide students with an understanding of the different types of customers, customer segmentation, decision making models, and factors influencing consumer behaviour. Students are equipped with techniques of identifying and investigating consumer behaviour which will enable them devise methods for effective customer service delivery and to build and maintain profitable customer relationships in today’s dynamic and connected world.