Consumer Behaviour (BCM205)

This introduction to consumer behaviour shows how the behavioural sciences help answer questions about why people choose one product or brand over another, how they make their choices, and how organizations use this knowledge to develop, evaluate and implement effective marketing strategies and to create value for the consumer. In addition, actual applications of consumer behaviour concepts to marketing situations are designed and executed by the students. As well, on a macro level, students will examine the social/cultural environment and will debate and discuss the ethical concerns that consumers have about behavioural marketing applications.

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