MKTG 2340 - Consumer Behavior

Course Description:
Knowing what makes customers tick is one key to business success. This course explores different elements that influence the consumer decision-making process and the subsequent impact on marketing activities. Topics include consumer behavior and customer research; consumer archetype and marketing segments; environmental influences (internal and external); individual determinants; decision-making/buying processes; and information research and strategy evaluation. A variety of approaches to learning will be used, including discussions, contemporary case activities, self-reflection, research and individual and group work assignments. The focus is on practical implications of this knowledge for the marketer.

3 Credits

Prerequisite(s):
MKTG 1060
Technical Requirements
MKTG 1060 can also be taken at the same time as MKTG - 2340

Equivalent(s):
MKTG 340
© 2015 - 2020, Southern Alberta Institute of Technology (SAIT). All Rights Reserved.