Considers factors influencing consumer behaviour as a focal point of marketing decision making. Topics include market segmentation and positioning, and environmental and individual determinants of consumer behaviour and consumer decision processes. This material is analyzed for its usefulness in designing, evaluating and implementing marketing strategies. Weekly hours: 3 Seminar/Discussion hoursPermission of the department required. Prerequisite(s): COMM 204.3
Considers factors influencing consumer behaviour as a focal point of marketing decision making. Topics include market segmentation and positioning, and environmental and individual determinants of consumer behaviour and consumer decision processes. This material is analyzed for its usefulness in designing, evaluating and implementing marketing strategies. Weekly hours: 3 Seminar/Discussion hoursPermission of the department required. Prerequisite(s): COMM 204.3
