MKG2402 - Consumer behaviour - 2017

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.

The learning goals associated with this unit are to:

1. demonstrate a detailed understanding of the basic concepts of consumer behaviour
2. describe how this knowledge can be used by marketers
3. demonstrate ability to segment markets using consumer behaviour concepts/constructs
4. identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
5. analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
6. explain and apply marketing communication in relation to consumer behaviour.

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

Dr Vaughan Reimers

Students must have passed MKW1120 or MKG1120 or MKB1200 or MKP1120 before undertaking this unit.

MKB2402, MKW2111, MKC2110, MKP2700, MKP2701, MKW2402