BUSI 3211U – Essentials of Consumer Behaviour

For many companies and non-profit organizations, success relies on understanding the “customers”. What is it that they really want, and why? What information will they attend to, and what will they ignore? How do they make decisions, why do they sometimes make bad ones, and how can we help them make better ones? Answers to these questions provide important insight to marketing planning. This course will link an understanding of behavioural principles related to customers to the development of marketing strategies. We dig deep into all the fundamental theories so that students have a thorough understanding of the root theories on which many customer insights are based. We will also introduce and provide rich examples of various marketing strategies, and discuss how the strategies facilitate consumer decision-making.
Credit hours: 3
Lecture hours: 3
Prerequisite(s): BUSI 2200U or BUSI 2202U or BUSI 2205U or BUSI 2210U
Credit restriction(s): BUSI 3210U