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
$760.09 - $788.37 See individual course offerings below for actual costs.
International fees are typically 3.25 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
Spring/Summer 2026
Below are three offerings of MKTG 3325 for the Spring/Summer 2026 term.
CRN 66712
Dates
Apr 20 - May 30 Loading
- CRN 66712
- $760.09 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 20 - May 30 | N/A | N/A | Online |
Duration
6 weeks
Instructor
Tracey Renzullo
Course outline
Important information
- This course online asynchronous delivery format: you are not required to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. 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. If this course is showing as full, please contact Candace_Marrington@bcit.ca and ask that your name be added to the waitlist.
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 66129
Dates
Apr 07 - Jun 27 Loading
- CRN 66129
- $760.09 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 07 - Jun 27 | N/A | N/A | Online |
Duration
12 weeks
Instructor
Patricia Browne
Course outline
Important information
- This course online asynchronous delivery format: you are not required to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. 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. If this course is showing as full, please contact Candace_Marrington@bcit.ca and ask that your name be added to the waitlist.
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 66713
Dates
Apr 08 - Jun 24 Loading
- CRN 66713
- $788.37 Domestic fees
Class meeting times
| Dates | Days | Times | Locations |
|---|---|---|---|
| Apr 08 - Jun 24 | Wed | 17:30 - 20:30 | Downtown DTC Rm. 682 |
Duration
12 weeks
Instructor
David Gray
Course outline
Important information
- This course is held in-person at the downtown campus. To be successful in this course, plan to spend 7-10 hours per week on your studies, starting week 1. If this course is showing as full, please contact Candace_Marrington@bcit.ca and request that your name be added to the waitlist and please include your full name and student ID.
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.