MKTG 2340 - Digital Consumer Experience

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 aim of understanding the many factors that affect consumers (whether B2C or B2B) during their decision process. Further, consumer behavior is one of the most important aspects of marketing given that consumers are at the heart of all decisions made by marketers. By understanding what motivates, shapes, and influences consumer choices, marketers have a greater chance of meeting customer expectations and achieving company objectives. Topics include: decision-making and the buying processes, the various internal and external factors that influence consumer behavior, 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 create 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

Time Guidelines
The standard instructional time for this course is 45 hours.

Prerequisites

One of:
- MKTG 1060
- MKTG 260

Equivalents
MKTG 340