MARK 5320: Consumer Behaviour
| Course Format | Lecture 4.0 h + Seminar 0.0 h + Lab. 0.0 h |
| Credits | 3.0 |
Course Description
Discontinued as of Summer Semester 2023
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 exernal 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.
Students will receive credit for only one of MARK 3200 or 5320.
Prerequisite(s): Acceptance to a post-graduate certificate program.
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