MKF2111

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

Leader: Dr Civilai Terewatanavong

Offered:
Caulfield First semester 2006 (Day)
Caulfield First semester 2006 (Evening)
Caulfield First semester 2006 (OCL)
Caulfield Second semester 2006 (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: Assignment: 50% + Examination: 1(3 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKF1120 or MKW1120