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BUS474 CONSUMER BEHAVIOUR

Course Objectives

• To develop an understanding and appreciation of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.)
• To develop and appreciation for and understanding of how marketing research, marketing strategy, and basic research on intra- and interpersonal processes play multiple roles in the discipline of marketing.
• To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors.
• To enable students to develop marketing strategies that are consumer based and create and enhance customer value. 

Course Content

This course centers on the role of the consumer in the marketing process, enables the student to understand why certain marketing strategies are more effective than others, how humans behave in the marketplace, and which social and cognitive mechanisms the consumer brings to the purchasing decisions. Strong managerial, psychological, and personal implications; individual, social, and marketing determinants of consumption behavior are covered in the course

Course Learning Outcomes

1. Understand the scope of consumer behavior, its importance, and the various perspectives from which it can be viewed.

2. Identify and explain factors which influence consumer behaviour from a variety of theoretical perspectives.

3. Demonstrate how knowledge of consumer behaviour can be applied to marketing.

4. Display critical thinking and problem solving skills.

5. Gain, evaluate and synthesize information and existing knowledge from a number of sources and experiences.

6. In a team, work effectively to conduct a consumer research project, including designing the study, performing a literature review, collecting and analyzing data, and writing up the project report.

7. Deliver an oral presentation in a professional manner.