Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (DE-ONLINE)
Caulfield First semester 2010 (Evening)
Caulfield Second semester 2010 (DE-ONLINE)
Caulfield Second semester 2010 (Evening)
Coordinator(s)Mr David Toleman


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.


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.


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

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week


MKX9160, MKX9550 or MBA9006