MKC2110

Buyer behaviour in marketing

(BUS)

Mr David Toleman

6 points + 2-hour lecture and 1-hour tutorial per week + Prerequisite: MKC1200 or MKC2200, Prohibitions: MKF2111 or MKW2111, MKW1402

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. Examines 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%