Students registering in grouped study mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.
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 Affect
Lesson 5: The Self
Lesson 6: Personality, Lifestyles, and Values
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 Social Media
Lesson 12: Income, Social Class, and Family Structure
Lesson 13: Subcultures
Lesson 14: Cultural Influences on Consumer Behaviour
Lesson 15: The Creation and Diffusion of Culture
Evaluation
To receive credit for MKTG 406, you must achieve a grade of at least D (50 percent) on the Final Examination and an overall course grade of at least D (50 percent). The weighting of the composite grade is as follows:
Activity
Weight
Assignment 1
15%
Midterm Exam
20%
Assignment 2
25%
Final Exam
40%
Total
100%
The midterm and final examinations for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
Solomon, M., Main, K. J., White, K., & Dahl, D. W. (2021). Consumer behaviour: Buying, having, being (8th Can. ed.). Pearson Canada Inc. ISBN 978-0-13-499551 (eText)
All other learning resources will be available online.
Challenge for credit
Overview
The challenge for credit process allows you to demonstrate that you 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 about challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the MKTG 406 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized study counterparts.