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Li Ka Shing Library

Global Summer Programme: MKTG 102

This guide contains print and electronic resources for courses offered in the SMU Global Summer Programme 2016

MKTG102: Consumer Behaviour by Dr. Park Boram

The study of consumer behaviour is an important part of the science underlying the design of marketing programs. Drawing upon academic research in marketing, psychology and economics, the course introduces important theories, methods, and findings of research on attention, comprehension, memory, attitude formation and choice. The course also covers macro influences on consumer behaviour at the reference group, sub-cultural, cultural and environmental levels. This course lays the theoretical foundation for other marketing courses and the implications of consumer behavior theories to real-world marketing problems are discussed throughout the course. The course will also heighten your awareness of the ethical issues underlying the effects of marketing programs on consumers.

By the end of this course, students will be able to:

  • Describe the process through which marketing actions affect consumer behavior
  • Explain theories of attention, comprehension, memory, judgment and decision making in relation to marketing
  • Apply this theoretical knowledge to diagnose the status of a brand in a specific competitive market\
  • Analyze consumer research data on affect, cognition and behavior, and combine that analysis with knowledge of consumer behavior theory and marketing principles to develop tactical solutions to marketing problems
  • Evaluate causal statements about the effectiveness of marketing tactics and strategies aimed at influencing consumer behavior
  • Identify ethical issues underlying the implementation of marketing programs
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A few additional readings from peer-reviewed research journals and the popular press may also be used occasionally. Here are some resources that might be useful.

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The use of electronic resources must comply with the Appropriate Use of Electronic Resources Policy and Singapore Management University Acceptable Use Policy