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MKTG71-601: Customer Analysis

Description

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.

Subject details

TypePostgraduate
CodeMKTG71-601
EFTSL0.125
FacultyBond Business School
Semesters offered
  • September 2017 [Standard]
  • September 2018 [Standard]
Credit10
Study abroadAvailable to Study Abroad students
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2017: $4,405
  • Commencing in 2018: $4,591

Learning outcomes

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.

Prerequisites

MKTG71-600 - Marketing Fundamentals OR MKTG71-104 - Marketing Management

Subject outlines

Subject dates

Standard
Enrolment opens16/07/2017
Semester start11/09/2017
Subject start11/09/2017
Cancellation 1?25/09/2017
Cancellation 2?02/10/2017
Last enrolment24/09/2017
Last withdrawal?06/10/2017
Teaching census?06/10/2017