This course focuses on the contribution of consumer behaviour to effective marketing decision-making. To this end, this course examines the role of the consumers both as purchasers/users of goods and as individuals within a social system. Various theories and models of consumer behaviour are reviewed and their implications for marketing strategy are identified.
|Waterloo Campus||BU432B||M - 4 p.m. - 7 p.m. - Winter Term|
|BU432C||T,R - 4 p.m. - 5:30 p.m. - Winter Term|