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. 

Note: Check with the institution regarding start/end dates, prices, and delivery method. These may vary according to program, section, and/or semester.