CMRK 320. Principles of Consumer Behaviour.
Credits: 3
Offered by: Global & Strategic Comm. (School of Continuing Studies)
Terms offered: Winter 2026
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Description
Foundational and emerging concepts of consumer behaviour. Perception, learning, attitude formation and change, decision-making, social influences, motivations, values, lifestyle, geo-demographics and the dynamics of reference groups in social media. Ethical and responsible use of digital marketing tools.
- Prerequisites: CMRK 200 and CMRK 225.