MARK3315 - Consumer Behaviour
Great marketing begins and ends with a solid understanding of consumer behaviour. This course focuses on how the consumer interacts with their environment, and how the purchase and usage of products is an outcome of this environment. Real-life case analysis at both the strategic and tactical level will be used to demonstrate how appreciation of consumer behaviour can lead to a long-term competitive advantage. This topic also combines ideas from various social sciences to help students understand what leads customers to buy or to reject various product offerings.
Prerequisite: MARK1130. Co-requisite: COMM3321. This course is available to Open Studies students.
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