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

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

Subject outlines

• January 2019 [Standard]
• May 2018 [Standard]
• January 2018 [Standard]
• May 2017 [Standard]

Subject dates