In this course, we explore the intricacies of consumer behaviour through the lenses of psychology, sociology, economics, and anthropology, dissecting how both individuals and collectives interact with market offerings. With a focus on psychological underpinnings, market segmentation, decision-making processes, consumer satisfaction, and ethical considerations within consumer research, this curriculum aims to arm students with the frameworks, theories, and methodologies necessary for a career in marketing. Emphasizing the pivotal importance of a deep understanding of consumer behaviour for crafting effective marketing strategies, the course sets out to thoroughly prepare students for navigating the complex dynamics of consumer behaviour, a competence indispensable for success in the rapidly evolving global market landscape.
No Scheduled Class Meetings, May 4 - August 2 (Online)
Location:
ONLINE
Instructor:
Paul Lawton
Notes:
Group Experiential Project with industry partner. Synchronous webinars are scheduled on 3 dates during the term, from 7:00 to 9:00pm. Webinars will also be recorded, attendance is optional.
Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchases, or the refund policy.
Instructors
Paul Lawton
People Card Modal Dialog
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
