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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

TypeUndergraduate
CodeMKTG12-301
EFTSL0.125
FacultyBond Business School
Semesters offered
  • January 2019 [Standard Offering]
  • May 2019 [Standard Offering]
  • January 2020 [Standard Offering]
  • May 2020 [Standard Offering]
Credit10
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

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. Deliver a logically constructed persuasive presentation of your group project using appropriate visual aids.
6. Articulate ideas, decisions, recommendations regarding consumer behaviour in a clear, concise writing style tailored to a given audience.
7. Demonstrate the ability to work effectively with others to complete a group project analysing consumer behaviour.

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: ?

Nil

Subject outlines

Subject dates

Standard Offering
Enrolment opens12/11/2017
Semester start15/01/2018
Subject start15/01/2018
Cancellation 1?29/01/2018
Cancellation 2?05/02/2018
Last enrolment28/01/2018
Last withdrawal?09/02/2018
Teaching census?09/02/2018
Standard Offering
Enrolment opens18/03/2018
Semester start14/05/2018
Subject start14/05/2018
Cancellation 1?28/05/2018
Cancellation 2?04/06/2018
Last enrolment27/05/2018
Last withdrawal?08/06/2018
Teaching census?08/06/2018
Standard Offering
Enrolment opens11/11/2018
Semester start14/01/2019
Subject start14/01/2019
Cancellation 1?28/01/2019
Cancellation 2?04/02/2019
Last enrolment27/01/2019
Last withdrawal?08/02/2019
Teaching census?08/02/2019