The major emphasis of this course is to provide a basis for understanding how and why consumers behave the way they do. This course is practically oriented and includes a project which will enable students to familiarize themselves with a complex system of consumer needs, attitudes, motivation, decisions and behaviour. The general areas to be studied include the consumer decision-making process; the analysis of consumer perception, preferences and behaviour; the role of advertising and other marketing communications. PREREQ: COMM 2035 (min. 60%). (cst 3) cr 3
