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.
- 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
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:
- 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
|Quiz on Module 2: Internal Influences on Consumer Behaviour
|Assignment 2: Marketing Campaign Analysis
|Quiz on Module 3: Consumers as Decision Makers
|Assignment 3: Attitudes and Decision-Making Process
|Quiz on Module 4: External Influences on Consumer Behaviour
|Assignment 4: External Influences
|Final Exam (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.