Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

MKT 102 - Consumer Behaviour C01

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
MKT 819 / Introduction to Marketing
Course Anti-requisite(s):
Instructor Name:
Glenn Smith
Course Dates:
09/19/2019 - 12/12/2019

Required Course Materials:
Consumer Behaviour (Canadian Edition), Plus MyMarketingLab access card package. Solomon, White and Dahl. Pearson; 7th edition
Optional Course Materials:
Course Description:
The Study of Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumer Behaviour investigates why and how consumers make decisions related directly or indirectly to a consumption event. We are all consumers when we engage in the actual or potential use of market items such as Products, Services, Retail Environments, or Ideas.  Consumer Behaviour is an omnipresent factor in our lives even if we are not consciously aware of it. The study of consumer behaviour has great significance not only for marketing but for public policy as well.

For marketers, understanding the behaviour of consumers is perhaps the most important tool for success in the marketplace of products, services and ideas. It can be argued that the understanding Consumer Behavior is the centre of the marketing process.  Virtually all marketing decisions – including branding, brand image development, advertising, promotions and social media relationships - are developed and planned around understanding the consumer and the many factors that influence individual or group consumption decisions.

The process of understanding consumer behaviour requires the perspective of many fields of study including psychology, sociology, economics, and anthropology. Its complexity also derives from the heterogeneity of cultures in this age of expanding globalization because meanings and interpretations are not necessarily portable across cultural boundaries when they exist. This has given rise to the need for a sophisticated marketing professional with a strong grasp on consumer behaviour issues.
At the same time, more and more questions are being raised about ethical practices, requiring that marketers become aware of the ethical and social responsibility factors as they think through their marketing strategy.

This course will teach students the basic consumer behaviour frameworks, theories, tools and procedures. It will broadly cover five aspects – the inner workings in the mind of a consumer that deals with consumer psychology and learning; the different situational factors that influence the consumer decision; the process by which a consumer makes a decision; the aggregate aftermath of consumer decisions; and finally the key issues surrounding ethics and social responsibility.
Learning Outcomes:

Upon completion of this course, students will:

  • Articulate the factors that influence consumer decisions
  • Articulate the key theories that explain consumers’ behaviours
  • Understand how to influence different stages of the consumer decision making process
  • Design marketing strategy that takes into account consumer psychology
  • Develop a skill set for outlining consumer segmentation and integrating this into marketing plans
  • Understand how patterns of future sales depends on factors that impact consumer behaviour
  • Articulate key ethical and social responsibility concerns pertaining to a marketing strategy derived from the consideration of consumer behaviour
Course Evaluation

The final grade is calculated based on the following components: 

                Quiz I 10%
                Quiz II 10%
                Homework (5) 10%

                Class participation
                                Individual 10%
                                Group   5%

Assignment 1 (Individual assignment)              20%

                                         (individual presentation)                5%

                Assignment 2 (team assignment)                         25%

                       (team presentation)                            5%

Total                                                          100%

Course Format:
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).

This course emphasizes student participation in classroom discussions.  It is expected that students will read the assigned chapters from the text prior to each class.

Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance with McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48 hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).

Academic Integrity

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (
Grading Scale:



Equivalent Grade Point

Equivalent Percentages








































Course Schedule:

Topic & Readings

Assignments/Graded Components

Introduction to Consumer Behaviour – Chapter 1


Perception/Learning and Memory – Chapters #2 & #3

Homework #1 Due

Motivation & Effect – Chapter #4

Assignment #1 Announced

The Self/Personality, Lifestyles & Values – Chapters #5 & #6

Homework #2 Due

Attitudes – Chapter #7


Attitude Change & Interactive Communication – Chapter #8

Assignment #1 Due

Individual Decision Making – Chapter #9

Quiz #1

Buying & Disposing – Chapter #10

Homework #3 Due

Assignment #2 Announced

Group Influence including Social Media – Chapter #11

Homework #4 Due

Income, Social Class, and Family Structure – Chapter #12



Subcultures/Cultural Influence on Consumer Behaviour – Chapters #13 & #14

Assignment #2 Due

Team presentations (week 1)



The Creation and Diffusion of Culture – Chapter #15

Homework #5 Due

Team presentations (week 2)

Discuss career options in Consumer Behaviour

Quiz #2