The world's most flexible MBA programme
This is your MBA. Not ours. That means you start when you like and finish when you like. You can study from home or on campus. At EBS, our courses are designed to fit round you.
One of the world's largest MBA programmes
Edinburgh Business School is one of the world's pre-eminent business schools. We have more than 11,800 active students. More than 17,300 alumni. And partners across six continents.
One of the world's most innovative business schools
Our rigorous courses can be studied in any order. You take exams when you're ready. At Edinburgh Business School, we take a different view. Come and see for yourself.
Some of the most talented students – and teachers – in the business world
We have students from more than 40% of Fortune 500 companies. Our courses are written by prize-winning business authors. For more than 20 years, our programmes have challenged, inspired – and rewarded.
We buy goods and services every day: to eat, to wear, to read, to watch, to play, to travel, to exercise, to make us wealthy and perhaps wise. Consumption is so prevalent that we are often unaware of its importance in shaping our lives.
This elective adopts a psychological approach to consumer behaviour and, with examples of marketing in practice, explores the complementary experience of the individual consumer and individual marketer.
Understanding why people buy what they buy is crucial for effective marketing, helping managers identify appropriate people to target and design and communicate attractive offerings. Every element of the marketing plan benefits from an understanding of the customer, and with the rapid pace of change in consumer markets today this is only going to become more important.
- People as consumers.
- Consumer society
- Market segmentation.
- New products and innovations.
- Personality and the self.
- Learning, memory and thinking.
- Family influences.
- Social and developmental influences.
- The influence of small groups.
- The influence of social class.
- Cultural influences
- Communication and persuasion.
- Approaching a decision.
- The decision and its consequences.
- Models of consumer behaviour.
- The future consumer.