MKF2111

Buyer behaviour

(BUS)

Dr David Bednall

6 points + 1.5-hour lecture and 1.5-hour tutorial per week + First and second semester + Caulfield + Open Learning Australia + OCDL (12 hours, second semester) + Prerequisite: MKF1120 or MKW1120

Synopsis: A study of the factors that influence, explain and help predict consumption behaviour for 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: on-campus (group assignment paper, 20%; individual assignment [seminar report, 20%; seminar presentation, 10%]; 30%; examination, 40%; mini tests, 10%): 100% + Distance (two individual assignments, 40%; one final examination of 2 hours, 60%): 100%