The course introduces the key theoretical concepts to the understanding of consumer behaviour. Building on this foundation the retail/consumer relationship will be examined through the case study method. Topics such as the retail brand, consumer research and value equations will be introduced and examined. Lect: 3 hrs. Prerequisite: RMG 200; Antirequisites: MKT 400 and MKT 502 Course Weight: 1.00 Billing Units: 1
