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MKT 102 - Consumer Behaviour C21

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:
09/13/2021 - 12/12/2021

Required Course Materials:
Consumer Behaviour, Canadian Edition. Soloman, Main, White & Dahl. 8th Edition. Pearson.
Optional Course Materials:
MyMarketingLab access package for Consumer Behaviour, 8th Canadian Edition.
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 of 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.

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 the key issues surrounding ethics and social responsibility.


Learning Outcomes:

Upon completion of this course, students will:

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

Online Discussions: 12% (2 discussions at 6% each)
Learning Activities: 21% (3 activities at 7% each)
Individual Assignment: 17%
Experiential Learning Project: 50%
            Group Contract 5%
            Interim Report 10%
            Final Report 25%
            Client Evaluation 5%
            Peer Evaluation 5%

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.).

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 to 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 accommodation must contact Student Accessibility Services (SAS) at 905-525-9140 ext. 28652 or  to make arrangements with a Program Coordinator. For further information, consult McMaster University’s Academic Accommodation of Students with Disabilities policy.

Academic Accommodation for Religious, Indigenous or Spiritual Observances (RISO)

Students requiring academic accommodation based on religious, indigenous or spiritual observances should follow the procedures set out in the RISO policy. Students will need to contact their instructors as soon as possible to make alternative arrangements for classes, assignments, and other coursework. It is the student’s responsibility to contact McMaster Continuing Education to discuss accommodations related to examinations. (if applicable)

On-line Elements:

Conduct Expectations:

As a McMaster student, you have the right to experience, and the responsibility to demonstrate, respectful and dignified interactions within all of our living, learning and working communities. These expectations are described in the Code of Student Rights & Responsibilities (the “Code”). All students share the responsibility of maintaining a positive environment for the academic and personal growth of all McMaster community members, whether in-person or online.

It is essential that students be mindful of their interactions online, as the Code remains in effect in virtual learning environments. The Code applies to any interactions that adversely affect, disrupt, or interfere with reasonable participation in University activities. Student disruptions or behaviours that interfere with university functions on online platforms (e.g. use of Avenue 2 Learn, WebEx or Zoom for delivery), will be taken very seriously and will be investigated. Outcomes may include restriction or removal of the involved students’ access to these platforms.

Copyright and Recording:

Students are advised that lectures, demonstrations, performances, and any other course material provided by an instructor include copyright protected works. The Copyright Act and copyright law protect every original literary, dramatic, musical and artistic work, including lectures by University instructors.

The recording of lectures, tutorials, or other methods of instruction may occur during a course. Recording may be done by either the instructor for the purpose of authorized distribution, or by a student for the purpose of personal study. Students who wish to record sessions need to acquire permission from the instructor. Students should be aware that their voice and/or image may be recorded by others during the class. Please speak with the instructor if this is a concern for you.

In this course, we will be using a web-based service ( to reveal plagiarism. Students will be expected to submit their work electronically to and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.). To see the Policy, please go to McMaster Academic Integrity Policy.

Course Changes:

The instructor reserves the right to modify elements of the course and will notify students accordingly.

Extreme Circumstances:

The University reserves the right to change the dates and deadlines for any or all courses in extreme circumstances (e.g., severe weather, labour disruptions, etc.). Changes will be communicated through regular McMaster communication channels, such as McMaster Daily News, A2L and/or McMaster email.

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 (

Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
Grading Scale:



Equivalent Grade Point

Equivalent Percentages








































Course Schedule:

Topic & Readings

Assignments/Graded Components

  Week 1 – Introduction/ Perception

Chapters 1 & 2

Learning Activity 1 (7%)

Buying Steps


Week 2 – Learning, Memory, Motivation & Affect – Chapters 3 & 4


Week 3 – The Self, Personality, Lifestyles & Values – Chapters 5 & 6

+ Live Class Zoom Conference

Discussion 1 (6%)

The Self & Stereotypes in Advertising

Week 4 - Attitudes, Attitude Change & Interactive Communication - Chapters 7 & 8

Learning Activity 2 (7%)

Attitude Change

Week 5 - Individual Decision Making

& Buying – Chapters 9 & 10

Discussion 2 (6%)

Market Segments

Individual Assignment (17%)

Week 6 - Group Influence, Social Media / Income, Social Class, and Family Structure – Chapters 11 & 12


Experiential Learning Project:

Group Contract (5%)

Week 7 – Subcultures & Cultural Influence on Consumer Behaviour – Diffusion of Culture. Chapters 13, 14 & 15

+ Team Conference with Client

Learning Activity 3 (7%)

Targeting Markets



Week 8 – Riipen Project


Week 9 – Riipen Project

Experiential Learning Project:
Interim Report (10%)

Week 10 – Riipen Project

+ Group Conferences (WebEx)


Week 11 – Riipen Project


Week 12 – Riipen Project


Week 13 – Riipen Project

Experiential Learning Project:

Final Report (25%)

Presentation to Client (5%)

Peer Evaluation (5%)