Customer Analysis is the study of how individuals make decisions top spend their available resources ( time, money and effort). It includes addressing what, when, where, and how often they buy items. Formulating effective marketing strategies begins with a clear and accurate understanding of your customers. As such, it is one of the most rapidly growing fields within marketing. The objectives of the subject include introducing the student to concepts developed in psychology, sociology, anthropology and economics that affect customer behaviour; and to develop in students the ability to translate what can be learned about customers into action implications for the marketing manager.
|Faculty||Bond Business School|
|Study abroad||Available to Study Abroad students|
1. Demonstrate critical thinking through an understanding of the individual, environmental and marketing-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 the discussion of the multiple implications of customer analysis for the marketing-mix strategy.
2. Demonstrate leadership and initiative by producing two papers and leading class discussions on their chosen topics.
3. Demonstrate effective verbal and written communication skills through the completion of written assignments and oral presentations within the semester.
MKTG71-600 - Marketing Fundamentals OR MKTG71-104 - Marketing Management