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Consumer Behaviour - MKTG 340

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Course Description

Knowing what makes customers tick is one key to business success. This course explores different elements that influence the consumer decision-making process and the subsequent impact on marketing activities. Topics include consumer behavior and customer research; consumer archetype and marketing segments; environmental influences (internal and external); individual determinants; decision-making/buying processes; and information research and strategy evaluation. A variety of approaches to learning will be used, including discussions, contemporary case activities, self-reflection, research and individual and group work assignments. The focus is on practical implications of this knowledge for the marketer.

Credits: 3


  • MKTG 260


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