Kings College London (KCL)

These notes highlights how to involve the consumer in the brand and how to facilitates the decision-making process by using mental shortcuts (also known as Heuristics). They also highlight the role of marketers when it comes to the different types of decision-making.

These notes focuses on the way consumers retain information and the way marketers should use it to their advantage.

This document highlights the influences that people encounter in a consumer decision-making journey. These groups can be either small and personal, as well as being part of a wider community.

These notes relate how people see brands as a self extensions, meaning that brands are associated with people's personalities. These phenomenon are explained by the theory of symbolic consumption, or again, the Freud's psychoanalytic theory.

This document mostly highlights the cognitive dissonance theory and the role of customer loyalty. It is explained by multiple theories such as the confirmation and disconfirmation models.

These notes reveal how important attention, perception and sensation is in marketing and how it can influence consumers.

These notes focus on the role of influencers, especially on social media, in adverts. It highlights what is most engaging for consumers in order for marketers to use.

Each documents are notes taken from a 2h lecture held every week. They are in depth and represent important theories, including models and technical consumer behaviour vocabulary. These notes have helped me score extremely high marks (first) through out the semester, in my coursework.

This document mentions the discrimination law that must be adopted in the UK, in the workplace. It highlights the 9 protected characteristics under the Equality Act 2010 and how they apply under different types of discriminations (e.g., Direct, Indirect, victimisation, etc.). Each important aspects of UK law are related to court cases.

These notes explain each aspect of different types of business organisations, which are: sole trader, Partnership, Limited liability partnership (LLP), Private limited company (LTD) and Public limited company (Plc). It compares the different types of businesses, mentions the advantages and disadvantages of each.