Behavioural Marketing

3 credits · Undergraduate

This course examines the psychological, social, and cultural factors that influence consumer cognition, feelings, attitudes and behaviour by introducing concepts, principles and theories drawn from marketing and related social science disciplines. Students learn from a managerial decision-making perspective and investigate the implications of consumer behaviour for all stages of the marketing process, including product development, marketing communications, and post-sales services. Prerequisite(s): COMM 240-3