MKF2111

Buyer behaviour (6 points)

(BUS)

Leader: Dr David Bednall

Offered:
Caulfield First semester 2003 (Day)
Caulfield First semester 2003 (OCL)
Malaysia First semester 2003 (OCL)
Singapore First semester 2003 (OCL)
Caulfield Second semester 2003 (Day)
Caulfield Second semester 2003 (Evening)
Caulfield Second semester 2003 (OCL)
Caulfield First semester 2004 (Day)
Caulfield First semester 2004 (Evening)
Caulfield First semester 2004 (OCL)
Malaysia First semester 2004 (OCL)
Singapore First semester 2004 (OCL)
Caulfield Second semester 2004 (Day)

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%

Contact Hours: 1.5-hour lecture and 1.5-hour tutorial per week

Prerequisites: MKF1120 or MKW1120