Undergraduate - UnitMKW2402 - Consumer behaviour

This unit entry is for students who completed this unit in 2014 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

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Malaysia First semester 2014 (Day) South Africa First semester 2014 (Day) Malaysia Second semester 2014 (Day)
Coordinator(s)	Dr Ghazala Khan

Synopsis

Behavioural concepts and theories relating to consumer behaviour and consumer decision making process. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and consumers' individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overview of organisational buying.

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.