This course is a study of the many influences on the consumer’s purchasing decisions. Topics covered include economic, demographic, cultural, social, and reference group influences. The emphasis is on understanding the customer, the concepts underlying target marketing and market segmentation. Students study case studies and advertisements and evaluate how businesses attempt to influence the behaviour of individuals. Students will apply these concepts to contemporary marketing situations through a series of simulation assignments.
MKTG-283 - Consumer Behaviour
Minimum Credits: 3 Length: 45 hours Prerequisites: A minimum of C- (55%) in MKTG 281 Delivery Method: Blended Cost: $358.14 Course Outline: https://sps.cotr.bc.ca/Outlines/Course Outlines/MKTG283.pdf