Consumer Behaviour

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.

Requisites:

  • Earned a minimum grade of C- (55%) in each of the following:
    • MKTG281 - Principles of Marketing (3)

Course Code: MKTG-283

Course Type: Business Management

Tuition Fees: $ 372.57

Delivery Methods: ℹ️

  • On-campus
  • Online

Credits: 3

Course Outline: Download PDF