Undergraduate - UnitMKF2111 - Buyer behaviour

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Berwick First semester 2013 (Day) Caulfield First semester 2013 (Day) Caulfield Second semester 2013 (Day)
Coordinator(s)	Dr Gerri Spassova (First Semester); Dr Mauricio Palmeira (Second Semester)

Synopsis

A study of the factors that influence, explain and help predict consumption behaviour for both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. The use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.

Outcomes

The learning goals associated with this unit are to:

demonstrate a detailed understanding of the basic concepts of consumer behaviour describe how this knowledge can be used by marketers
demonstrate ability to segment markets using consumer behaviour concepts/constructs
identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
explain and apply marketing communication in relation to consumer behaviour.