[Calendar Home Page] Wilfrid Laurier University - 2004-2005 Undergraduate Academic Calendar

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.

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Official electronic version updated at 10:33 a.m. March 31, 2005

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