Students develop an appreciation for the influence consumer behavior has on marketing activities. Students apply psychological, social and cultural concepts to marketing decision making. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making. Prerequisites: There are no prerequisites for the course, but MKTG 2431 is recommended. Note: Students cannot get credit for more than one of MKTG 3470, MKTG 3471, TMGT 4130.
Students develop an appreciation for the influence consumer behavior has on marketing activities. Students apply psychological, social and cultural concepts to marketing decision making. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making. Prerequisites: There are no prerequisites for the course, but MKTG 2431 is recommended. Note: Students cannot get credit for more than one of MKTG 3470, MKTG 3471, TMGT 4130.
