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MKTG71-601: Customer Analysis

Description

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.

Subject details

TypePostgraduate
CodeMKTG71-601
EFTSL0.125
FacultyBond Business School
Semesters offered
  • September 2018 [Standard Offering]
  • September 2019 [Standard Offering]
Credit10
Study abroadAvailable to Study Abroad students
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,591
  • Commencing in 2019: $4,760

Learning outcomes

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.

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
Standard Offering
Enrolment opens15/07/2018
Semester start10/09/2018
Subject start10/09/2018
Cancellation 1?24/09/2018
Cancellation 2?01/10/2018
Last enrolment23/09/2018
Last withdrawal?05/10/2018
Teaching census?05/10/2018