Registration for Winter 2026 programs and courses is now open. Learn more about the academic programs we are delivering in Winter 2026. If you have any questions about part-time studies, please contact us.
Consumer and market understanding are critical inputs to manage and grow a brand in today's marketplace. In this course, students apply concepts from psychology, sociology and economics to understand the purchase behaviour of consumers, relate these concepts to marketing theory and practice, and identify insights into the formulation and implementation of marketing strategies and tactics. Students will learn current and future trends in consumer behaviour with a North American focus and what it means for brand marketers.