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Buyer Behavior - MKT329 Spring 2026
Course
Joel Imhoof
Lessons
Here is the course outline:
1. Class 1: Part I: INTRODUCTION.
Jan 31
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 7
3: Consumer Learning Starts Here: Perception. 4: Comprehension, Memory, & Cognitive Learning. |
3. Class 3
Feb 14
5: Motivation and Emotions- Driving Consumer Behavior. |
4. Class 4
Feb 21
6: Personality, Lifestyles, and the Self-Concept |
5. Class 5
Feb 28
7: Attitudes and Attitude Change. |
6. Class 6: Part III: EXTERNAL INFLUENCES (INTERPERSONAL).
Mar 7
8: Culture and Consumers: How Consumers Shape Society. |
7. Class 7
Mar 14
Deadline: A2 group presentations begin, 30 minutes per team, to be given in this class. |
8. Class 8
Mar 21
9: Group Influence 10: Consumers in Situations |
9. Spring Break
Mar 28
Live a little |
10. Class 9
Apr 4
Deadline: A2 group presentations (continued), 30 minutes per team, to be given in this class. Review for Mideterm |
11. Class 10: Part IV: CONSUMPTION PROCESSES.
Apr 11
11: Decision Making I: Need Recognition & Search 12: Decision Making II: Alternative Evaluation and Choice |
12. 'Midterm' Exam
Apr 18
You got this! |
13. Class 12: Part V: POST-CONSUMPTION PROCESSES.
Apr 25
13: Consumption to Satisfaction 14: Consumer Relationships |
14. Class 13
May 2
15: Consumer Misbehavior 16: Marketing Ethics and Value |
15. Final Presentations to Client
May 9
Soooo close. You can do it! |