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 marketeers 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

Learning outcomes

1. Students will develop and demonstrate critical thinking through an understanding of the individual, environmental and market-controlled factors that affect consumer behaviour. This involves the identification of a target group of customers, the analysis of the factors that affect the different stages of their decision-making processes, and understanding how customer analysis affects marketing strategy.
2. Students will develop and demonstrate leadership, initiative and teamwork by working within a group.
3. Students will demonstrate effective verbal and written communication skills through the completion of written assignments, exams and an oral presentation within the semester.

Prerequisites

Students must have successfully completed MKTG11-100 Marketing or equivalent prior to undertaking MKTG12-301.

Subject outlines

• May 2018 [Standard]
• January 2018 [Standard]
• May 2017 [Standard]

Subject dates