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Home » Course Catalogue » MBA Electives » RSM2504H – Consumer Behaviour

RSM2504H – Consumer Behaviour

General Information


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Applicable Major(s):
(c) = Core, (r) = Recommended

  • Brand Management (c)
  • Business Design (r)

Target Audience

Students interested in investigating social and psychological foundations of consumer thought and behaviour.  Course content is oriented toward basic principles of psychology and other social sciences and their application to a wide range of consumer activities.


12.5 regular courses

Course Mission

Successful managers have the ability to design and deliver unique consumer value in ways that efficiently utilize the company’s resources.  This course focuses on the analysis of consumer thoughts, feelings, and behaviours by providing a detailed account of the theory of consumer behaviour.  We will examine the personal, psychological, social, and cultural aspects of the marketing environment, and explore the nature of these influences on the buying behaviour of individuals and groups.  This course has four overarching objectives:

  • To encourage appreciation for the value of consumer behaviour in determining successful marketing strategies.
  • To review recent conceptual, empirical, and methodological developments in research on consumer behaviour.
  • To provide a coherent framework for interpreting consumer reactions to marketing stimuli.
  • To provide experience in applying behavioural principles to the analysis of marketing problems and the design of marketing strategy.

Classes will use a variety of methods: readings, lectures, application exercises, and class discussions. 

Course Scope

The primary goal of this course is to enhance understanding of consumer behaviour, from determining consumer needs to building customer relationships.  Behavioural concepts from various social science disciplines are used to examine cultural and social influences, individual differences, motivation, learning, perception, memory, attitudes, decisions, and actions.  The emphasis is on using this knowledge to capitalize on marketing opportunities.

Evaluation and Grade Distribution

ComponentDue DateWeight
Class ParticipationOngoing20%
First Application PaperWeek 520%
Second Application PaperWeek 925%
Third Application PaperWeek 1235%

Required Resources

Textbooks:  Consumer Behaviour:  Buying, Having, and Being, (8th Canadian Edition), Michael R. Solomon, Kelley J. Main, Katherine White, and Darren W. Dahl, Toronto, ON: Prentice Hall

Last Updated: 2021-06-17 @ 10:44 am