WHAT FACTORS INFLUENCE CONSUMER BUYING BEHAVIOR TO PURCHASE MOTORS? MARKETING STRATEGY - A CASE STUDY OF GENERAL MOTORS.

WHAT FACTORS INFLUENCE CONSUMER BUYING BEHAVIOR TO PURCHASE MOTORS? MARKETING STRATEGY — A CASE STUDY OF GENERAL MOTORS
LEARNING OUTCOMES*:

On successful completion of the module, students will be able to:

Knowledge and Understanding

a) Engage actively and successfully with a programme of training in approaches to research, and related research skills, involving generic and field-specific elements;

b) Demonstrate the ability to plan, design and implement an individual piece of conceptual, applied or work-related research; involving the synthesis of theory and practice, the contextualisation of the chosen topic in the literature and the selection of appropriate research methodologies and methods of data collection and analysis;

c) Produce a substantial account of the research study that is consistent with the chosen type of research;

Subject-specific Skills

d) Formulate an academically rigorous and practically feasible research proposal, setting out the detailed parameters for the proposed independent research project;

e) Carry out an independent piece of conceptual, applied or work-related research, synthesising theory with practice in the chosen field, and making use of a conceptual framework based on the relevant academic literature and other appropriate sources of secondary data;

f) Construct and use a research instrument, such as a survey, to collect primary and/or secondary data, and apply appropriate methods of data collection and data analysis in order to make comprehensive and appropriately focused responses to the research questions / issues / problems identified;

g) Write a well defined and structured narrative account discussing the design, conduct and outcomes of the research project, in the form of a conceptual, applied or work-related research based dissertation or project report;

Key Skills

h) Manage a prolonged course of independent research and related study in an orderly and effective manner, demonstrating the enhancement of academic knowledge, intellectual and work-related skills gained through completing the module successfully;

i) Make discriminating use of learning and information technology resources, in order to locate, collect, analyse and interpret quantitative and qualitative information, define and solve problems in a selective and critical manner, and challenge and critique accepted wisdom and methodologies in the chosen research field;

j) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.