Today, as never before, studying the behaviour of consumers is paramount for anyone pursuing a business career, especially in the marketing area. A blend of both concepts and applications from the field of consumer behaviour will form the basis of this course. Students should find this subject very interesting and motivational when applied to many different areas of marketing including marketing research, creative advertising, personal selling, e-marketing, and promotional activities. Research projects, case discussions and problem solving focusing on applications of the theory and concepts will be stressed in both individual and team activities. This course is offered every year.
BMKT 161; OR 6 NABU credits
BMKT 360 is recommended as a prerequisite.