MKTG 3471: Consumer Behaviour

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.

Learning outcomes

  • Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
  • 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.

Course topics

Module 1: Introduction to Consumer Behaviour

Module 2: Internal Influences on Consumer Behaviour

Module 3: Consumers as Decision Makers

Module 4: Consumers in Their Social and Cultural Settings

Required text and materials

Students will receive the following:

  1. Solomon, M. R., Main, K., White, K., & Dahl, D. W. (2020). Consumer behaviour: Buying, having, being (8th Canadian ed.). Toronto: Pearson Canada.
    Type: e-text and access card package ISBN: 9780135433942.


Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.

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 exam.

Assignment 1: Relationship Marketing and Marketing Ethics 10%
Quiz on Module 2: Internal Influences on Consumer Behaviour 10%
Assignment 2: Marketing Campaign Analysis 10%
Quiz on Module 3: Consumers as Decision Makers 10%
Assignment 3: Attitudes and Decision-Making Process 10%
Quiz on Module 4: External Influences on Consumer Behaviour 10%
Assignment 4: External Influences 10%
Final Exam (mandatory) 30%
Total 100%

* Mandatory

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.

Search To Top