MKC2110 - Buyer behaviour in marketing - 2017

A study of the factors that influence, explain and help predict consumption behaviour in 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. Examines the use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.

The learning goals associated with this unit are to:

1. describe the theoretical foundations of human behaviour that are relevant to the practice of marketing
2. demonstrate an ability, using academic journals, to effectively research the theoretical bases of consumer behaviour
3. evaluate the main theories and concepts from the behavioural sciences relevant to marketing and discuss how they provide a basis for understanding individual, group and cultural influences on consumer behaviour
4. illustrate the application of these concepts, theories and models in the influence, explanation and prediction of consumption behaviour
5. demonstrate an appreciation of how marketers use behavioural information in the design and development of marketing strategies.

Within semester assessment: 50% + Examination: 50%

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.

See also Unit timetable information

Associate Professor Dewi Tojib

MKC1200

MKB2402, MKF2111, MKG2402, MKP2700, MKP2701, MKW2111, MKW2402