Subject
Marketing
Program
Bachelor’s degree (BBA)
Location
Côte-des-Neiges
Instruction mode
Credits
3
Description
This course explores how a nuanced understanding of consumer behavior benefits managerial decisions.
Consumers are centred in the marketing approach. In a competitive environment undergoing constant cultural and technological transformations, it is crucial for marketing managers to take an interest in consumers. For managers, this means asking questions about consumer needs, wishes, and behaviours, and keeping abreast of any related changes. This course explores how managers can make better decisions by leveraging a nuanced analysis of consumers.
Themes covered
Introduction to the study of consumer behavior
Decision making and satisfaction
Motivation
Self-Concept
Values and lifestyle
Perception
Consumer experience
Social influence
Important notes
Course in French : MARK 20107
Prerequisite(s) : MARK 10100(A/E)