Course Description

BU432 Consumer Behaviour 0.5

This course focuses on the contribution of consumer behaviour to effective marketing decision making. To this end, this course examines the role of the consumers both as purchasers/users of goods and as individuals within a social system. Various theories and models of consumer behaviour are reviewed and their implications for marketing strategy are identified.

Prerequisite: BU362.

DRAFT electronic version updated at 1:45 p.m. January 30, 2003

M. Watson, Editor Course Timetable