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MKTG12-301: Consumer and Buyer Behaviour

Description

Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and satisfy final consumers and organisational buyers alike. In this subject, students explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services. Marketing is about anticipating and satisfying buyers’ needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketers to attract and please final consumers and organisational buyers alike. The aim of the buyer behaviour subject is to explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services.

Subject details

Code: MKTG12-301
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning outcomes

  1. Explain the individual, environmental and market-controlled factors that affect consumer behaviour.
  2. Demonstrate knowledge of the decision-making processes of consumers.
  3. Explain how customer analysis affects marketing strategy.
  4. Evaluate and report on consumers’ decision-making processes and behaviour in selecting a brand within a target market.
  5. Express ideas, decisions, recommendations regarding consumer behaviour in a clear, concise, writing style tailored to a given audience.
  6. Reflect on one's personal learning experience in consumer behaviour contexts to extract and evaluate insights.
  7. Apply appropriate professional standards and best practices to make ethical, responsible decisions in consumer behaviour contexts.

Enrolment requirements

Requisites:

Nil

Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Assumed Prior Learning (or equivalent):

Restrictions: