The broad goal of the course is to help students think critically about the assumptions implicit in many marketing decisions, enabling them to apply relevant theories of consumer behaviour to make better strategic marketing decisions. This course helps marketers understand who buys what, how, and why, providing a framework for thinking about how marketing decisions relate to theories of consumer behaviour. Through readings, cases, discussions, and hands-on marketing research, students will explore issues related to the various factors that influence consumers, their market-related knowledge, brand choices and relationships, social and self identities, lifestyle patterns, decision making, and behavioural processes.

Requirements: This course is restricted to students enrolled in the 3rd or 4th year of their program or 2nd year Commerce students.

Prerequisites: COMM 131/231