Students develop an appreciation for the influence consumer behavior has on marketing
activities. Students apply psychological, social and cultural concepts to marketing decision
making. Topics include the importance of consumer behaviour and research; internal influences
such as motivation and involvement, personality, self-image, life-style, perception, learning,
attitude formation and change, and communication; external influences such as culture,
subculture, social class, reference groups and family, and the diffusion of innovations; and
consumer decision making.
Upon successful completion of this course, students should be able to:
- Explain and apply the key terms, definitions, and concepts used in the study of consumer
- Demonstrate how as a marketer you can use your knowledge of consumer behaviour concepts to
develop better marketing programs and strategies to influence those behaviours.
- Critically evaluate the effectiveness of various advertisement and promotions and their
attempts to influence the behaviours of individuals.
- Complete a project that demonstrates both your working knowledge and analytical skills in
assessing the consumer decision-making process.
- Analyze the trends in consumer behaviour, and apply them to the marketing of an actual
product or service.
Module 1: Introduction to Consumer Behaviour and Consumer Research
- Topic 1: Introduction to Consumer Behaviour
- Topic 2: Consumer Research
- Topic 3: Consumer Behaviour and Marketing Strategy
Module 2: Internal Influences on Consumer Behaviour
- Topic 1: Motivation and Involvement
- Topic 2: Personality, Self-Image, and Life Style
- Topic 3: Consumer Perception
- Topic 4: Consumer Learning
- Topic 5: Consumer Attitude Formation and Change
- Topic 6: Communication and Consumer Behaviour
Module 3: External Influences on Consumer Behaviour
- Topic 1: The Influences of Culture on Consumer Behaviour
- Topic 2: Subcultures and Consumer Behaviour
- Topic 3: Social Class and Consumer Behaviour
- Topic 4: Reference Groups and Family
- Topic 5: Consumer Influence and the Diffusion of Innovations
Module 4: Consumer Decision Making
- Topic 1: Consumer Decision Making-Process
- Topic 2: Consumer Decision Making-Outcomes
Required text and materials
Leon Schiffman, Leslie Kanuk, and Mallika Das. Consumer Behaviour. Canadian (1st)
edition. Pearson Education, 2006.
Type: Textbook. ISBN: 0131463047
NOTE: Students registering for this course will receive a custom reprinted copy of the required
text. The difference is reflected in the cost of your materials and the ISBN will differ from the
one noted above.
Computer with Internet access required.
To successfully complete this course, students must achieve a passing grade of 50% or higher on
the overall course, and 50% or higher on the final mandatory project.
|Assignment 1: Analysis and Research
|Assignment 2: Analysis of Internal Infuence
|Assignment 3: Analysis of External Influence
|Assignment 4: Consumer Decision Making
|Final Project *
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication is
through the Learning Environment’s “Mail” tool or by phone. Students will receive the necessary
contact information at the start of the course.