Marketing (MKTG) 406

Overview

Consumer behaviour is a discipline that examines how and why people make purchases. This marketing discipline applies knowledge from such areas as psychology, sociology, anthropology, and economics to describe and understand how consumers are likely to behave in many different consumption situations.

Knowledge of consumer behaviour principles allows marketers and other managers to become more effective because they have a better understanding of their customers. They can better predict consumer purchase decisions, determine the needs of target markets, and understand how consumers perceive and make use of marketing information. An awareness of consumer behaviour may also assist individuals in understanding their own buying decisions.

Consumer behaviour is a changing and interesting area because new research findings improve our understanding of consumers. It is likely you will be surprised and challenged by some of the concepts presented in the course.

Outline

Lesson 1: An Introduction to Consumer Behaviour

Lesson 2: Perception

Lesson 3: Learning and Memory

Lesson 4: Motivation and Values

Lesson 5: The Self

Lesson 6: Personality and Lifestyles

Lesson 7: Attitudes

Lesson 8: Attitude Change and Interactive Communications

Lesson 9: Individual Decision Making

Lesson 10: Buying and Disposing

Lesson 11: Group Influences and Opinion Leadership

Lesson 12: Household Decision Making

Lesson 13: Income and Social Class

Lesson 14: Age Subcultures

Lesson 15: Canadian Identity and Ethnic Subcultures

Lesson 16: Cultural Influences on Consumer Behaviour

Lesson 17: Creation and Diffusion of Culture

Evaluation

To receive credit for MKTG 406, you must achieve a grade of at least “D” (50%) on the Final Examination and an overall course grade of at least “D” (50 percent). The weighting of the composite grade is as follows:

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Course Materials

Textbook

Other Materials

All other course materials will be accessed online. The course materials for this course are shipped as a shrink-wrapped package. If the shrink wrap is broken, the materials are not returnable.

Challenge for Credit Course Overview

The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.

Full information for the Challenge for Credit can be found in the Undergraduate Calendar.

• Undergraduate Challenge for Credit Policy
• Undergraduate Challenge for Credit Procedures

Challenge Evaluation

To receive credit for the MKTG 406 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

• Challenge for Credit Form