The McMaster Continuing Education office will be closed for the holiday break on Wednesday, December 25, 2024. We will respond to inquiries when the office re-opens on Monday, January 6, 2025.
Consumer Behaviour pertains to the study of why and how consumers make decisions related directly or indirectly to a consumption event. All of us being consumers, consumer behaviour is omnipresent in our lives even if we are not consciously aware of it. As such, the study of consumer behaviour has great significance not only for marketing but for public policy as well. For marketers, understanding the field of consumer behaviour is perhaps the most important tool for commercial success. This is not an easy task because the field draws from multiple disciplines including psychology, economics, sociology, and anthropology. Its complexity also derives from the heterogeneity of cultures in this age of expanding globalization because meanings and interpretations are not necessarily portable across cultural boundaries when they exist. This has given rise to the need for a sophisticated marketing professional with a strong grasp on consumer behaviour issues. At the same time more and more questions are being raised about ethical practices, requiring this marketers to become aware of the ethical and social responsibility factors as they think through their marketing strategy. This course will teach the students the basic consumer behaviour frameworks, theories, tools and procedures. It will broadly cover five aspects – the inner workings in the mind of a consumer that deals with consumer psychology; the different situational factors that influence the consumer decision; the process by which a consumer makes a decision; the aggregate aftermath of consumer decisions; and finally the key issues surrounding ethics and social responsibility.
No Scheduled Class Meetings, January 13 - April 13 (Online)
Location:
ONLINE
Instructor:
Christina Nolan
Notes:
Riipen Project - You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Christina Nolan
People Card Modal Dialog
Christina Nolan is a marketing/business consultant. She has worked in marketing and communications for over fifteen years in financial services, where she has managed everything from online banking and product offers to niche marketing offers for Students, Youth and Newcomers.
In her spare time, you can find her with a camera in hand or with her hiking shoes on. She is a firm believer in giving back and volunteers with the Alzheimer’s Society Music Project as well as TIFF if time allows.
