Overview

Customer Behaviour

Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers’ mental process, external influences on consumer behaviors, and consumers’ decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics.

Course Code: 
MKTG-6018

 

Thank you for your interest in this course. At this time, there are no upcoming classes scheduled. New offerings in future terms will appear below so you are encouraged to check back again throughout the year. To inquire about when upcoming classes might be planned, please fill in the form on this page and we will respond shortly.