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Buyer Behavior - MKT329 Spring 2026
Course
Joel Imhoof
Lessons
Here is the course outline:
1. Class 1: Part I: INTRODUCTION.
Feb 5
Course Information: expectations, deadlines, and procedures. Introduction to the subject area 1: What is CB and Why Should I Care? 2: Value and the Consumer Behaviour Value Framework (CVF). |
2. Class 2: Part II: INTERNAL INFLUENCES
Feb 12
3: Consumer Learning Starts Here: Perception. 4: Comprehension, Memory, & Cognitive Learning. |
3. Class 3
Feb 19
5: Motivation and Emotions- Driving Consumer Behavior. |
4. Class 4
Feb 26
6: Personality, Lifestyles, and the Self-Concept |
5. Class 5
Mar 5
7: Attitudes and Attitude Change. |
6. Class 6: Part III: EXTERNAL INFLUENCES (INTERPERSONAL).
Mar 12
8: Culture and Consumers: How Consumers Shape Society. |
7. Class 7
Mar 19
Deadline: A2 group presentations begin, 30 minutes per team, to be given in this class. |
8. Midterm Exam
Mar 26
You got this! |
9. Class 9
Apr 9
9: Group Influence 10: Consumers in Situations |
10. Class 10
Apr 16
Deadline: A2 group presentations (continued), 30 minutes per team, to be given in this class. Review for Mideterm |
11. Class 11: Part IV: CONSUMPTION PROCESSES.
Apr 23
11: Decision Making I: Need Recognition & Search 12: Decision Making II: Alternative Evaluation and Choice |
12. Class 12: Part V: POST-CONSUMPTION PROCESSES.
Apr 30
13: Consumption to Satisfaction 14: Consumer Relationships |
13. Class 13
May 7
15: Consumer Misbehavior 16: Marketing Ethics and Value |
14. Final Exam
May 14
Soooo close. You can do it! |