(3 credits) 3 hours lecture
Buyer behaviour is a discipline that looks at why people buy the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology, anthropology, and economics to describe and understand how buyers are likely to behave. This course examines the complex behavioural processes which determine buyer behaviour and customer relationship management. A variety of situations will be analyzed with special reference to individual and group influences. Database planning, design and creation will be covered, with a focus on the role of the database in a firm’s marketing strategy emphasizing customer relationship building and servicing.
Prerequisite: Marketing 2150