COMM 354 Consumer Behaviour

This has been my primary area of teaching in the past three years. This course is designed for third-year undergraduate students and is a requirement for the Marketing major. It is also a popular elective course for students majoring in other areas of business as well as students in colleges other than the Edwards School of Business. I make use of clicker technology in this course to conduct class polls, perform quick concept checks (but not actual quizzes), and to demonstrate basic consumer behaviour experiments. The term project gives you the opportunity to explore a specific area of consumer research of your choice in great depth.

Course overview: Understanding consumer behaviour is incredibly important for marketers if they want to be able to anticipate reactions to changes in the marketing mix and the adoption of new products. This course is designed to enhance your understanding of why consumers behave the way they do; the internal characteristics and goals that drive behaviour as well as the external social and cultural forces that influence our consumption decisions. Many theoretical advances have been made in the field of consumer research that have helped us to better understand the behaviour of consumers. This course will provide a solid foundation for your future marketing studies and activities as well as provide a better understanding of our own roles as consumers.

COMM 452 Services Marketing

This course is one of the senior marketing electives available to fourth-year undergraduate students majoring in Marketing.

Course overview:   Services represent a dominant, and growing, presence in the global economy. In spite of this importance, customers often tend to have a less than positive perception of services. What is it about the nature of services that makes them difficult to manage and market? How can a service provider increase service quality and create loyal customers? This course will explore these and other related concepts using a variety of approaches, including lectures, case studies, and class discussion.