Postgraduate - UnitMKF9110 - Theory and process of 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

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Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Off-campus) Caulfield First semester 2013 (Evening) Caulfield Second semester 2013 (Off-campus) Caulfield Second semester 2013 (Evening)
Coordinator(s)	Dr Jimmy Wong

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:

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.