MKW2402

Consumer behaviour

(BUS)

Dr Nathan Austin

6 points + 2-hour lecture and 1-hour tutorial per week + OCDL, approximately 12 hours per week + First semester, Malaysia, South Africa + Second semester, Berwick, Gippsland + Singapore + Prerequisite: MKW1120 + Prohibitions: MKW2111 and MKC2110

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 (1500 words) 20% + Assignment 2 (2000 words) 20% + Tutorial, 10% + Examination (3 hours) 50% + Off-campus: Assignment 1 (1500 words) 20% + Assignment 2 (2000 words) 30% + Examination (3 hours) 50% + Students must pass all areas of assessment