BMRK332 – Consumer Behaviour

This course is intended to focus the student’s attention on what it means to be a consumer in a market-oriented society and to develop skills as a marketer in meeting consumer needs and developing a marketing strategy.

The student will be able to identify and discuss the major ideas and processes that characterize the consumer behaviour field; identify a product and its product class; describe the value chain of a product; identify the typical consumer choice dimensions and typical advertising appeals; assess the effectiveness of a particular company’s marketing approach, and describe the likely future of a particular product or product class.

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