MKW2111

Buyer behaviour ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Mr Brian Imrie

Offered:
Not offered in 2005.

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 customers.

Assessment: Assignment(s): 50% + Mini-tests: 10% + Examination (2 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKW1120 or MKF1120