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GPLD153 - Consumer Behavior Essentials

This workshop is part of the GradProSkills JMSB Business School Essentials series. It is an introductory workshop intended for students with no prior consumer behavior knowledge. Content is relevant to students from any discipline who are seeking a basic understanding of consumer behavior for their career.

Effective marketing requires an understanding of consumers. Furthermore, uncovering the motivations, desires, habits and anxieties of consumers is the starting point in providing innovative products and services.

This workshop provides an introduction to consumer behavior and addresses questions such as: What is it about the human mind that makes us consume the way we do? How is it shaped by culture? How can successful marketers make sense of this knowledge?

Learning Objectives

At the end of this workshop, participants will be able to:

1. describe how consumers’ minds work
2. recognize how society and culture affect consumption
3. explain how applied social sciences can provide insight to marketing

Leaders Information

This workshop is led by Aya Aboelenien.

Aya Aboelenien is a current Ph.D. candidate in Business Administration (Marketing) in JMSB, Concordia. Her research focuses on moral consumptions, boundary making and interpersonal relations and their interplay in the market. Aya received both her Bachelor's and Master's of Business Administration (MBA) from the American University in Cairo with a specialization in Marketing. Before her Ph.D. study, Aya worked as a research project manager for Savola Foods handling qualitative and quantitative marketing research studies in the MENA region. Aya also taught Marketing courses (Introduction to Marketing, Consumer Behavior, Marketing Research and Integrated Marketing Communication) at the School of Continuing Education at the American University in Cairo.

This workshop is not scheduled at this time.

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