Customer analysis is the study of how individuals make decisions to spend their available resources (time, money and effort) to learn about, choose, purchase, use, and evaluate goods and services. Formulating effective marketing strategies begins with a clear and accurate understanding of customers value-seeking activities. As such, it is one of the most rapidly growing fields within marketing. Students are introduced to concepts developed in psychology, sociology, anthropology and economics that affect customer behaviour and 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. Explain the major factors influencing consumer behaviour and the nature and timing of each of these factors.
2. Demonstrate the ability to apply the consumer value-seeking framework to analyse a target group of customers and provide appropriate recommendations.
3. Articulate ideas, decisions, recommendations and other information in a clear, concise writing style tailored to a given audience.
4. Articulate ideas, decisions, recommendations and other information in an oral presentation.
MKTG71-600 - Marketing Fundamentals OR MKTG71-104 - Marketing Management