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Course Description

Students develop an appreciation for the influence consumer behavior has on marketing activities. Students apply psychological, social and cultural concepts to marketing decision making. Topics include the importance of consumer behaviour and research; internal influences such as motivation and involvement, personality, self-image, life-style, perception, learning, attitude formation and change, and communication; external influences such as culture, subculture, social class, reference groups and family, and the diffusion of innovations; and consumer decision making.

Learning outcomes

  • Explain and apply the key terms, definitions, and concepts used in the study of consumer behaviour.
  • Demonstrate how as a marketer you can use your knowledge of consumer behaviour concepts to develop better marketing programs and strategies to influence those behaviours.
  • Critically evaluate the effectiveness of various advertisement and promotions and their attempts to influence the behaviours of individuals.
  • Complete a project that demonstrates both your working knowledge and analytical skills in assessing the consumer decision-making process.
  • Analyze the trends in consumer behaviour, and apply them to the marketing of an actual product or service.

Course topics

  • Module 1: Introduction to Consumer Behaviour
  • Module 2: Internal Influences on Consumer Behaviour
  • Module 3: Consumers as Decision Makers
  • Module 4: Consumers in Their Social and Cultural Settings

Required text and materials

Students are responsible for purchasing the required materials on their own:

  • Solomon, M. R., Main, K., White, K., Dahl, D. W. & Simpson, B. (2024). Consumer Behaviour: Buying, Having, Being (9th Canadian ed.). Pearson Canada. 
    Type: E-Textbook with MyLab 12-month access. ISBN: 9780137652235

Note: This item can be purchased directly from Campus eBookstore via Wolfie's Campus Store.

Assessments

Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1: Relationship Marketing and Marketing Ethics 10%
Assignment 2:  Marketing Campaign Analysis  10%
Quiz on Module 2: Internal Influences on Consumer Behaviour 10%
Assignment 3: Attitudes and Decision-Making Process  10%
Quiz on Module 3: Consumers as Decision Makers 10%
Assignment 4: Analysis of External Influences  10%
Quiz on Module 4: External Influences on Consumer Behaviour 10%
Mandatory Final Exam 30%
Total 100%

Recommended requisite(s)

  • MKTG 2431: Marketing

Exclusions

  • BBUS 3471
  • BBUS 3470
  • MKTG 3470
  • TMGT 4130
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Enrol now - select a section to enrol in

Section Title
Consumer Behaviour
Section Schedule
Any Time (30 weeks duration)
Delivery
Online, self-paced  
Course Fee(s)
Canadian in BC/YT non-credit $548.39 Click here to get more information
Canadian outside BC/YT non-credit $657.47 Click here to get more information
International Student non-credit $1,661.15 Click here to get more information
Available for Credit
3 credits

Open Learning faculty member information

An Open Learning faculty member is available to assist students. Students will receive the necessary contact information at the start of the course.

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