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BAMA 506 Consumer Behaviour

In this module we explore how people make buying decisions and how those decisions can be influenced. We also explore how consumers think about money and spending, and the role of culture in consumer behaviour. We examine how advertising and branding works, how to make technology products more understandable and attractive to consumers, and how to convince and persuade people about the value of a product or service. The content of this module goes beyond the marketing function in that everyone in business needs to convince and persuade other people of the value of new ideas. The course is taught through a combination of lecture, discussion, and case analysis.

Instructor Biography - Katherine White

Course Outline - Class of 2018 (updated January 27, 2017)

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