Course Overview
This course explores how marketers use consumer insights to understand and influence purchasing behaviour. Students examine how consumers recognize needs, search for information, evaluate alternatives, and respond to products, brands, and marketing communications in today’s dynamic marketplace. Using key concepts from consumer behaviour theory, students analyze the customer journey from pre-purchase awareness through purchase and post-purchase evaluation. Topics include perception, motivation, attitudes, identity, social influence, culture, and decision-making processes. Students apply these concepts to marketing situations to better understand how marketers design communications and customer experiences that create value for both consumers and organizations.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
Domestic fees
$775.58
International fees are typically 3.4 times the domestic tuition. Exact cost will be calculated upon completion of registration.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Analyze consumer decision-making processes and identify how marketers can influence decisions at different stages of the customer journey.
- Interpret how psychological factors, including perception, motivation, attitudes, and identity, influence consumer responses to marketing stimuli.
- Evaluate the role of social and cultural influences, including reference groups, social class, and culture, in shaping consumer behaviour.
- Apply consumer behaviour concepts to marketing strategy, including segmentation, positioning, and the development of marketing communications.
- Assess consumer responses across the customer journey, including pre-purchase, purchase, and post-purchase experiences.
- Evaluate how digital environments, social media, and emerging technologies such as Artificial Intelligence, influence consumer behaviour and marketing practices.
Effective as of Spring/Summer 2026
Related Programs
Consumer Behaviour (MKTG 3325) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Business Administration (Marketing Option)
Diploma Part-time
- Event Marketing and Management Strategy
Certificate Part-time
- Marketing Management
Certificate Part-time
- Marketing Management (Marketing Communications Option)
Certificate Part-time
- Marketing Management (Professional Sales Option)
Certificate Part-time
- Marketing Management - Customer Relationship Marketing
Associate Certificate Part-time
- Marketing Management - Entrepreneurship
Associate Certificate Part-time
- Marketing Management - Public Relations
Associate Certificate Part-time
Course Offerings
Fall 2026
Below are two offerings of MKTG 3325 for the Fall 2026 term.
CRN 43307
Dates
Sep 08 - Nov 28 Loading
- CRN 43307
- $775.58 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 08 - Nov 28 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Patricia Browne
Course outline
Important information
- Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
CRN 47101
Dates
Sep 28 - Nov 07 Loading
- CRN 47101
- $775.58 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Sep 28 - Nov 07 | N/A | N/A | Online |
Duration
6 weeks
Instructor
Tracey Renzullo
Course outline
Important information
- Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
Winter 2027
Below are two offerings of MKTG 3325 for the Winter 2027 term.
CRN 84185
Dates
Jan 04 - Mar 27 Loading
- CRN 84185
- $775.58 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 04 - Mar 27 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Patricia Browne
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
CRN 87737
Dates
Jan 18 - Feb 27 Loading
- CRN 87737
- $775.58 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Jan 18 - Feb 27 | N/A | N/A | Online |
Duration
6 weeks
Instructor
Tracey Renzullo
Course outline
Course outline TBD — see Learning Outcomes in the interim.
Important information
- Please note that the lecture component for this course is asynchronous, not requiring you to meet each week at a specific time, however, there will be specific timelines for assignments and exams. Please check the following link to ensure you meet the computer requirements for the class. www.bcit.ca/files/business/pdf/bcit-sobm-byod.pdf. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Confirmation
Required
To proceed with registration and add this course to the cart, please confirm:
Status
If you have any questions about this course, please contact us.
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.