MARK 3200: Consumer Behaviour

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Course Format Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h
Credits 3.0

Course Description

This course intends to provide students with a strategic overview of Consumer Behaviour Theory and to demonstrate how this theory can be used to set marketing strategy and achieve overall corporate goals. The course will introduce students to both the internal and external influences on a consumer's decision to buy a product or service. The course looks at consumers as individuals and as part of society. Students will gain first-hand experience uncovering "consumer insights" in order to develop marketing strategies. This course will be taught using lectures, case studies, guest speakers and group and individual assignments.

Prerequisite(s): Completion of a minimum of 54 credits including a minimum "C" grade in MARK 1115 and six credits of university-transferable English or communications.

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Course Outline