Consumer Behavior

3 credits · Graduate

Every stage of the marketing process, from determining consumers' needs to evaluating customer satisfaction, requires a clear understanding of the consumer. The goal of this course is to introduce you to the theories and concepts related to all aspects of consumer behaviour, including theories of attitude formation and change, memory, decision-making, cultural influences, and behavioural outcomes. Throughout the course, an emphasis will be placed on applying theoretical knowledge to various marketing situations. PREREQUISITES: BUSI 5401.03 FORMATS: Lecture | Discussion