Consumer Behaviour
MKG 210
(Offering: 2003)
Description
The central question that the subject addresses is: 'what is the nature of consumer behaviour and what is its relation to the process of exchange?' The conceptual foundations of the study of Consumer Behaviour are derived from a number of disciplines including psychology, sociology, anthropology, and economics. The course will integrate elements of knowledge from these fields with a framework which analyses the way in which consumer behaviour is influenced by the individual, the group, and the environment. The course will also provide a firm foundation for the application of its conceptual frameworks in the more advanced subjects of Promotions Management, Management Strategy, and International Marketing.
Major(s)/Minors(s): Marketing, Public Relations
Usual Semester of offer: Semester 1
Other Information
Area(s) of Study: Marketing |
Number of Units: 12 |
Prerequisite: MKG101 or BUS105 |
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