MKTG 340 - Consumer Behaviour

Course Description:
Consumer behaviour is a dynamic, evolving and interdisciplinary field of study that draws upon research from psychology, sociology, anthropology, economics and neuroscience as well as marketing, with the main aim of understanding the many factors that affect consumers (whether B2C or B2B) during the decision process. It is also one of the most important aspects of marketing given that consumers are at the heart of all decisions we make and by understanding what motivates, shapes, and influences consumer choices marketers have a greater chance of meeting customer expectations and achieving company objectives. Topics include consumer behavior and research; decision-making/buying processes; individual, situational, environmental, ethical, social and cultural influences on consumer behaviour; how this information is gathered, monitored and interpreted in the age of big data; and how marketers draw upon the knowledge techniques and theories from a number of disciplines to improve their understanding of consumers and thus marketing strategy and tactics. A variety of approaches to learning will be used, including discussions, case studies, videos, individual and group learning activities, self-reflection, research and assignments (individual and group).

3 Credits

Prerequisite(s):

MKTG 260

Equivalent(s):
MKTG 2340

Technical Requirements

MKTG 260 - Marketing Essentials can also be taken at the same time as MKTG 340 - Consumer Behaviour.
Required Materials - A textbook is required for this course. Please refer to current booklist on the SAIT Bookstore website (http://bookstore.sait.ca).