This unit entry is for students who completed this unit in 2016 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.

MKF5911 - Theory and process of buyer behaviour

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Coordinator(s)

Mr David Toleman

Offered

Caulfield

First semester 2016 (Off-campus)
Second semester 2016 (Evening)

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.

Assessment

Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Dr Stephen Saunders

Co-requisites

MKX9160, MKF5916, MKX9550, MKX5955, MBA5906 or MBA9006

Prohibitions

MKF9110