MARK 4830: Consumer Behaviour
| Course Format | Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h |
| Credits | 3.0 |
Course Description
This course explores the three major influences of consumer behaviour: consumers as individuals; attitude change and decision-making; and consumers in their social and cultural setting. The course will introduce students to both the internal and external drivers on a consumer's decision to buy a product or service. It is intended to provide students with a strategic overview of consumer behaviour theory and to demonstrate how this theory can be used to set marketing strategy.
Students will receive credit for only one of MARK 3200 or 4830. MARK 3200 may not be used to satisfy the MARK 4830 requirement.
Registration in this course is restricted to students admitted to the Post-Degree Diploma in Marketing Management.
Prerequisite(s): A minimum "C" grade in BUSM 4805 and MARK 4820.
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