| Code: | MKTG12-301 |
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| Study areas: |
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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
- Explain the individual, environmental and market-controlled factors that affect consumer behaviour.
- Demonstrate knowledge of the decision-making processes of consumers.
- Explain how customer analysis affects marketing strategy.
- Evaluate and report on consumers’ decision-making processes and behaviour in selecting a brand within a target market.
- Express ideas, decisions, recommendations regarding consumer behaviour in a clear, concise, writing style tailored to a given audience.
- Reflect on one's personal learning experience in consumer behaviour contexts to extract and evaluate insights.
- Apply appropriate professional standards and best practices to make ethical, responsible decisions in consumer behaviour contexts.
Enrolment requirements
| Requisites: |
Nil |
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| 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):
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| Restrictions: |
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Subject outlines
- May 2023 [Standard - Consumer and Buyer Behaviour]
- January 2023 [Standard - Consumer and Buyer Behaviour]
- May 2022 [Standard - Consumer and Buyer Behaviour]
- January 2022 [Standard - Consumer and Buyer Behaviour]
- May 2021 [Standard - Consumer and Buyer Behaviour]
- January 2021 [Standard - Consumer and Buyer Behaviour]
- May 2020 [Standard - Consumer and Buyer Behaviour]
- January 2020 [Standard - Consumer and Buyer Behaviour]
- May 2019 [Standard - Consumer and Buyer Behaviour]
- January 2019 [Standard - Consumer and Buyer Behaviour]
- May 2018 [Standard - Consumer and Buyer Behaviour]
- January 2018 [Standard - Consumer and Buyer Behaviour]
- May 2017 [Standard - Consumer and Buyer Behaviour]