Consumer Behaviour Course

Consumer Behaviour Course

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.

Upon successful completion of this course, students should be able to:

  •  Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
  •  Demonstrate how as a marketer you can use your knowledge of consumer behaviour concepts to develop better marketing  programs and strategies to influence those behaviours.
  •  Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the  behaviours of individuals.
  •  Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.
  • Analyze the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Module 1: Introduction to Consumer Behaviour and Consumer Research

Topic 1: Introduction to Consumer Behaviour

Topic 2: Consumer Research

Topic 3: Consumer Behaviour and Marketing Strategy

Module 2: Internal Influences on Consumer Behaviour

Topic 1: Motivation and Involvement

Topic 2: Personality, Self-Image, and Life Style

Topic 3: Consumer Perception

Topic 4: Consumer Learning

Topic 5: Consumer Attitude Formation and Change

Topic 6: Communication and Consumer Behaviour

Module 3: External Influences on Consumer Behaviour

Topic 1: The Influences of Culture on Consumer Behaviour

Topic 2: Subcultures and Consumer Behaviour

Topic 3: Social Class and Consumer Behaviour

Topic 4: Reference Groups and Family

Topic 5: Consumer Influence and the Diffusion of Innovations

Module 4: Consumer Decision Making

Topic 1: Consumer Decision Making-Process

Topic 2: Consumer Decision Making-Outcomes