Marketing (MKTG) 406

Overview

Consumer behaviour is a discipline that examines how and why people make purchases. This marketing discipline applies knowledge from such areas as psychology, sociology, anthropology, and economics to describe and understand how consumers are likely to behave in many different consumption situations.

Knowledge of consumer behaviour principles allows marketers and other managers to become more effective because they have a better understanding of their customers. They can better predict consumer purchase decisions, determine the needs of target markets, and understand how consumers perceive and make use of marketing information. An awareness of consumer behaviour may also assist individuals in understanding their own buying decisions.

Consumer behaviour is a changing and interesting area because new research findings improve our understanding of consumers. It is likely you will be surprised and challenged by some of the concepts presented in the course.

Outline

Lesson 1: Introduction to Consumer Behaviour

Lesson 2: Perception

Lesson 3: Learning and Memory

Lesson 4: Motivation and Values

Lesson 5: The Self

Lesson 6: Personality and Lifestyles

Lesson 7: Attitudes

Lesson 8: Attitude Change and Interactive Communications

Lesson 9: Individual Decision Making

Lesson 10: Buying and Disposing

Lesson 11: Group Influences and Opinion Leadership

Lesson 12: Family Decision Making

Lesson 13: Income and Social Class

Lesson 14: Canadian Identity and Subcultures

Lesson 15: Age Subcultures

Lesson 16: Cultural Influences on Consumer Behaviour

Lesson 17: Creation and Diffusion of Culture

Evaluation

To receive credit for MKTG 406, you must achieve a grade of “D” (50%) on each examination and achieve an overall course grade of at least “D” (50 percent). Any assignments that are not submitted will receive a grade of 0%. The weighting of the composite grade is as follows:

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note:The examinations for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and Internet Explorer 5.0 or higher is available for your use at the invigilation centre.