Postgraduate - UnitMKF9110 - Theory and process of buyer behaviour

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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.

Outcomes

The learning goals associated with this unit are to:

1. examine the origins and nature of buyer behaviour and explain the role of marketing in satisfying buyer's needs and wants
2. explain the importance to marketing of having a good understanding of buyer behaviour and its influence on marketing strategy
3. discuss the basic theories and concepts relevant to buyer behaviour in both consumer and organisational contexts
4. analyse how these theories and concepts can provide insight into and help explain buyer behaviour in contemporary environments
5. 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%

Chief examiner(s)

Dr Jimmy Wong

Contact hours

3 hours per week

Co-requisites

MKX9160, MKX9550 or MBA9006