MKC2110

Buyer behaviour in marketing

(BUS)

Ms Linda Brennan

6 points + 2-hour lecture and 1-hour hour tutorial per week + Prerequisite: MKC2200, Prohibitions: MKX2111, MKB/MKG1402

Synopsis: A study of the factors that influence, explain and help predict consumption behaviour in both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. The use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.

Assessment: Group assignment (4000 words): 25% + Individual assignment (1500-2000 words): 15% + Examination (3 hours): 60%