CONSUMER BEHAVIOR (BA3044)

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Consumer behavior lies at the crossroads of marketing, psychology, economics and anthropology. We employ theories developed in these fields to help predict how consumers will respond to various marketing stimuli. We examine the impact of purchase involvement on consumer decision making; the various kinds of decision models used by consumers; and the influence of attitude, culture, demographics, emotions, learning, memory, motivation, personality and perception on our behavior as consumers. Consumer behavior attempts to understand the consumption activities of individuals as opposed to markets.

Code: 
BA3044
Name: 
CONSUMER BEHAVIOR
Discipline: 
BA (Business)
Type: 
CCD
Level: 
Undergraduate
Credits: 
4
Can be taken twice for credit?: 
No
Pre-requisites: 
College Level=Junior AND BA2040
Co-requisites: 
None

Learning Outcomes

  1. Students will be able to facilitate meaningful group discussions on marketing and other related topics
  2. Students will be able to demonstrate an understanding of key concepts and theories in consumer behavior and apply them to various marketing issues
  3. Students will be able to demonstrate an understanding of the important role of psychology, sociology and anthropology in the study of marketing
  4. Students will be able to demonstrate an understanding of the influence of culture on perception and the consequences on consumer behavior
  5. Students will be able to develop an understanding of why and how marketing should adapt to its environment
  6. Students will be able to write and publish digitally and analyze and produce audiovisual content in order to communicate through a variety of digital media (CCD LO1)
  7. Students will learn about privacy, security and data preservation issues (CCD LO2)
  8. Students will be able to interpret, report, and synthesize data and present it in various formats visually (CCD LO3)

Offering(s)

Term Code Name
Spring 2024 BA3044 CONSUMER BEHAVIOR

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