Wilfrid Laurier University Undergraduate Academic Calendar - 2010/2011
Canadian Excellence

Consumer Behaviour
0.5 Credit

This course focuses on the contribution of consumer behaviour to effective marketing decision-making. To this end, this course examines the role of the consumers both as purchasers/users of goods and as individuals within a social system. Various theories and models of consumer behaviour are reviewed and their implications for marketing strategy are identified.

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