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.
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
Digital course materials
Links to the following course materials will be made available in the course:
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
Other Resources
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.
Online Exam
Challenge for credit course registration form