Consumer Behaviour - MGSM819
This unit is subject to a quota. Limited places are available. Please refer to the Faculty for further information
Innovating is at the core of successful enterprises today whether start-ups or Fortune 500 companies. Adopting a customer perspective is a guiding principle for successful business model design. A desirable, viable and feasible product or service innovation requires deep customer empathy. This course explores key concepts in design innovation based on the human-centred approach called “design thinking” that provides a managerial framework to apply classical consumer behaviour theories in practice. This course will introduce students to the tools and practices of innovation, deep customer insight, and design thinking in real world applications. This course is based on experiential learning, i.e. learning by doing.
| Credit Points: | 4 |
| When Offered: | Term 2 North Ryde - March to June |
| Staff Contact(s): | studentservices@mgsm.edu.au |
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| Assessed As: | Graded |
| Offered By: | Macquarie Graduate School of Management |
Course structures, including unit offerings, are subject to change.
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