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MKTG71-601: Customer Analysis


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

Type: Postgraduate Subject
Code: MKTG71-601
Faculty: Bond Business School
Credit: 10
Study areas:
  • Business, Commerce, and Entrepreneurship

Learning objectives

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.

Enrolment requirements



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):