Special studies for advanced students. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.
Understanding the role of marketing in determining the direction of an organization; the customer-focused organization; opportunity identification; forecasting demand; marketing segmentation; market planning, and implementation. Restricted to executive MBA students only.
The study of the factors affecting the consumer decision process. Analysis of consumer behavior models and their application to marketing decision making, with an emphasis on empirical research. Prerequisite: MARK 301. BCom degree credit will not be granted for both MARK 320 and HECOL 320. Not open to students with credit in MARK 422 or CONS 220.
The psychology behind consumer decision-making and its implications for marketing practice. Internal (e.g. attention and perception, needs and motivation, learning and memory) and external factors (e.g. social influence, situational influence) will be considered to gain theoretical and practical insights. Topics such as social media, word of mouth, and consumer-brand relationships are also covered. Prerequisite: MARK 502.