MKF5463

Advanced buyer behaviour ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Professor Harmen Oppewal

Offered:
Caulfield First semester 2006 (On-campus)
Caulfield Second semester 2006 (On-campus)

Synopsis: Explores the role and contribution of the behavioural sciences of the field of buyer/consumer behaviour and marketing through critical reading of current consumer research literature and the application of theory to the analysis of consumer behaviour in relation to two competing products. Includes literature review, group project and presentations.

Assessment: Assignment(s): 60% + Examination (2 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week.

Prerequisites: Students enrolled in course code 3802 (Master of Marketing Stream B) have no prerequisites. All other students must pass (MKX9160 or MBA9006) and MKF9110