MKF5911 - Theory and process of buyer behaviour - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Ms Joanne Mcgregor (First semester)

Mr David Toleman (Second Semester)

Unit guides



  • First semester 2017 (Off-campus)
  • Second semester 2017 (Evening)


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.


The learning goals associated with this unit are to:

  1. examine the origins and nature of buyer behaviour and explain the role of marketing in satisfying buyer's needs and wants
  2. explain the importance to marketing of having a good understanding of buyer behaviour and its influence on marketing strategy
  3. discuss the basic theories and concepts relevant to buyer behaviour in both consumer and organisational contexts
  4. analyse how these theories and concepts can provide insight into and help explain buyer behaviour in contemporary environments
  5. analyse and research buyer behaviour in a range of contexts and from a variety of perspectives.


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.

See also Unit timetable information

Chief examiner(s)


MKX9160, MKF5916, MKX5955


MKF5917. Students enrolled in course B6010 or 4431 are prohibited from taking this unit.