MKG1402

Consumer behaviour

(BUS)

Mr Mike Willis

6 points + 2-hour lecture and 1-hour tutorial per week + Distance, approximately 12 hours per week + Second semester + Gippsland + Prerequisite: MKG1401 + Singapore, first and second semester

Synopsis: Behavioural concepts and theories relating to consumer behaviour and consumer decision making process. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and consumers' individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overview of organisational buying.

Assessment: On campus (assignment 1 of 1500 words, 20%; assignment 2 of 2000 words, 20%; tutorial, 10%; examination of 3 hours, 50%): 100% + Distance (assignment 1 of 1500 words, 20%; assignment 2 of 2000 words, 30%; examination of 3 hours, 50%): 100% + Students must pass all areas of assessment