MKF5463 - Advanced buyer behaviour

Leader: Professor Harmen Oppewal

Offered

Caulfield Second semester 2008 (On-campus split block of classes)

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.

Objectives

The learning goals associated with this unit are to:

• describe, identify and critically assess the role and contribution of the main paradigms in the behavioural sciences to the field of buyer/consumer behaviour and marketing decision making
• analyse and critically assess the nature of explanation from a range of perspectives and describe the debates over what constitutes a 'scientific' explanation
• analyse selected topics from the current consumer behaviour literature from different and multidisciplinary perspectives and critically compare and evaluate these perspectives
• critical evaluation of the usefulness of some of the core concepts in the consumer behaviour literature for marketing practice.

Assessment

Within semester assessment: 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