MKTG71-205: Consumer Experiences and Behaviours

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

Type: Postgraduate Subject
Code: MKTG71-205
EFTSL: 0.125
Faculty: Bond Business School
Semesters offered:
  • January 2024 [Standard Offering]
  • May 2024 [Standard Offering]
Credit: 10
Study areas:
  • Business, Commerce, and Entrepreneurship
Subject fees:
  • Commencing in 2024: $5,410.00
  • Commencing in 2024: $6,060.00

Learning outcomes

  1. Explain the individual, environmental, and market-controlled factors that affect consumer behaviour.
  2. Demonstrate advanced knowledge of the decision-making processes of consumers.
  3. Explain in depth how customer analysis affects marketing strategy.
  4. Evaluate consumers’ decision-making processes and behaviour in selecting a brand within a target market.
  5. Express ideas, decisions, and recommendations regarding consumer behaviour in a clear, concise writing style tailored to a professional audience.
  6. Critically reflect on one's personal learning experience to extract and evaluate insights.
  7. Apply appropriate professional standards and best practices to make ethical, responsible decisions in consumer behaviour contexts.

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:

Subject outlines

Subject dates

  • Standard Offering
    Enrolment opens: 12/11/2023
    Semester start: 15/01/2024
    Subject start: 15/01/2024
    Cancellation 1: 29/01/2024
    Cancellation 2: 05/02/2024
    Last enrolment: 28/01/2024
    Withdraw - Financial: 10/02/2024
    Withdraw - Academic: 02/03/2024
    Teaching census: 09/02/2024
  • Standard Offering
    Enrolment opens: 17/03/2024
    Semester start: 13/05/2024
    Subject start: 13/05/2024
    Cancellation 1: 27/05/2024
    Cancellation 2: 03/06/2024
    Last enrolment: 26/05/2024
    Withdraw - Financial: 08/06/2024
    Withdraw - Academic: 29/06/2024
    Teaching census: 07/06/2024
Standard Offering
Enrolment opens: 12/11/2023
Semester start: 15/01/2024
Subject start: 15/01/2024
Cancellation 1: 29/01/2024
Cancellation 2: 05/02/2024
Last enrolment: 28/01/2024
Withdraw - Financial: 10/02/2024
Withdraw - Academic: 02/03/2024
Teaching census: 09/02/2024

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