Concordia University


Course Code: CEMK 1350
"What made you buy that?!" You've probably heard that question before. Do you know the answer? It's more than just because you liked it. It's more than just reputation or advertising. Are you even a little curious about what makes consumers like you tick? Then we've got the course for you. Borrowing from psychology, sociology, and anthropology, the course examines how and why consumers buy. You'll learn about the cultural, social, and attitudinal factors that influence consumer decision-making and give marketing professionals insight about how to more effectively reach their targets. But first, have we reached ours?

Your take-away

This course is a great way to help you:
• Identify the consumer influences that lead to product consumption;
• Use the elements of perception to develop and implement promotional strategies;
• Employ the theories of learning and motivation to influence consumer behaviour;
• Recognize how culture, reference groups, self-concept, personality, source of income and family all influence the consumer decision-making process;
• Execute an appropriate promotional strategy at the relevant stages of the consumer decision-making process.

Our approach

As in the workplace, teamwork is key here. Sure, there will be engaging assignments and activities, but you'll also form ad-hoc teams to discuss real-world subjects presented by business experts. You'll formulate strategies to solve problems or seize opportunities. Above all, you'll have ample chance to contribute personally to the process. Participation is paramount.

Who benefits the most?

• Students who have completed CEMK 1250 and want to continue their studies.
• Anyone who wants to learn the essentials of consumer behaviour.
• Students who want to work in marketing, advertising, promotions, retail or sales, or pursue studies in those areas.
• Entrepreneurs who want to understand consumers to better market their products or services.
• Students moving onward to an academic path in marketing.
• Employees in marketing, communications or sales who want to refresh their skills or open new horizons.

Concordia CCE Loyalty Discount

All students who meet at least one of the following conditions, will receive a 10% discount on their CCE course or workshop tuition fees:

1)   Have completed a CCE, Undergraduate or Graduate course at Concordia University in a prior academic term;

2)   Have completed a language proficiency test (IELTS) at CCE;

3)   Have completed a CCE Professional Development Seminar/Workshop.

This discount is based on the information maintained in the Concordia University student information system.

NOTE: This discount does not apply to a language proficiency test enrollment (IELTS) nor to application fees for admission to a CCE program of study.



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