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: An Introduction to Consumer Behaviour
• Lesson 2: Perception
• Lesson 3: Learning and Memory
• Lesson 4: Motivation and Affect
• Lesson 5: The Self
• Lesson 6: Personality, Lifestyles, and Values
• 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 Social Media
• Lesson 12: Income, Social Class, and Family Structure
• Lesson 13: Subcultures
• Lesson 14: Cultural Influences on Consumer Behaviour
• Lesson 15: The Creation and Diffusion of Culture

Evaluation

To receive credit for MKTG 406, you must achieve a grade of at least “D” (50%) on the Final Examination and an overall course grade of at least “D” (50 percent). The weighting of the composite grade is as follows:

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

Course Materials

Textbook

Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Resources

All other learning resources will be available online.

Challenge for Credit Course Overview

The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.

Full information for the Challenge for Credit can be found in the Undergraduate Calendar.

• Undergraduate Challenge for Credit Policy
• Undergraduate Challenge for Credit Procedures

Challenge Evaluation

To receive credit for the MKTG 406 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

• Challenge for Credit Form