MKF9110 - Theory and process of buyer behaviour

Leader(s): Associate Professor Sally Joy

Offered

Caulfield First semester 2009 (DE-ONLINE)
Caulfield First semester 2009 (Evening)
Caulfield Second semester 2009 (DE-ONLINE)
Caulfield Second semester 2009 (Evening)

Synopsis

Essential concepts in psychology and sociology relevant to consumer and organisational behaviour; essential frameworks, models and concepts; fundamental processes of motivation, perception and learning in individual behaviour; nature and influence of individual predispositions, including personality characteristics, attitude formation and change; the social influences of culture, class reference groups and family; consumer decision processes; diffusions of innovations and fads; links to and organisation/aspects of industrial buying, organisational decision making processes and influences, links and relevance between individual and organisational buying behaviour.

Objectives

The learning goals associated with this unit are to:

• examine the origins and nature of buyer behaviour and explain the role of marketing in satisfying buyer's needs and wants
• explain the importance to marketing of having a good understanding of buyer behaviour and its influence on marketing strategy
• discuss the basic theories and concepts relevant to buyer behaviour in both consumer and organisational contexts
• analyse how these theories and concepts can provide insight into and help explain buyer behaviour in contemporary environments
• analyse and research buyer behaviour in a range of contexts and from a variety of perspectives.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 hours class contact or equivalent per week

Co-requisites

MKX9160