MKC2110

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

Leader: Mr Peter Thompson

Offered:
Clayton First semester 2006 (Day)
Clayton Second semester 2006 (Day)

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: Assignment(s): 40% + Examination (3 hours): 60%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKC1200

Prohibitions: MKF2111, MKW2111 or MKW2402