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MKTG12-301: Consumer and Buyer Behaviour


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

FacultyBond Business School
Semesters offered
  • January 2019 [Standard Offering]
  • May 2019 [Standard Offering]
  • January 2020 [Standard Offering]
  • May 2020 [Standard Offering]
Study abroadAvailable to Study Abroad students
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

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.


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

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