MKTG 303 ‘Consumer Behaviour’ is the one required core course that all students must take at the Stage 3 level in order to complete a major in Marketing. MKTG 303 takes a traditional and highly academic/theoretical approach to its task of focusing on consumer behaviour. This contrasts with the other elective Stage 3 MKTG courses that students can choose from to complete the remainder of their major, where those other options for electives tend to be more practical and applied.
Understanding customers lies at the centre of the academic discipline of Marketing and is absolutely central to success in Marketing practice. This point has been made repeatedly throughout your major to date from when you were first introduced to the general topic of consumer/buyer behaviour within the first-year Core BUSINESS courses, through to your further exploration of this topic within your Stage 2 MKTG courses. Now, as a culminating experience within your major, MKTG 303 allows us to engage with consumer behaviour at a more advanced depth.
A key goal of MKTG 303 is to develop your understanding of the important drivers of consumer behaviour, the multidisciplinary factors involved in the study of consumer behaviour, and the marketing management issues arising from a sound knowledge of consumer behaviour theory. While it does take an academic/theoretical perspective to developing disciplinary knowledge in consumer behaviour, MKTG 303 will also develop your ability to apply such knowledge in a practical and relevant manner in order to enhance effective marketing management.