MKC2110 - Buyer behaviour in marketing - 2019

Throughout their lives, consumers make both simple and complex decisions about acquiring, using, or disposing of offerings. Understanding how and why these decisions are made is of great interest to marketers. Marketers can use such knowledge to understand what is valued by consumers. Students taking this unit will explore both the internal and external influences on the consumer decision-making process. Students will also examine how marketers can make use of these consumer behaviour insights to better predict consumer behaviour, influence consumer decisions and develop consumer-orientated marketing strategies.

The learning goals associated with this unit are to:

1. illustrate the application of consumer behaviour concepts, theories, and models that are relevant to the practice of marketing
2. describe the different paths that consumers can engage in making decisions about acquiring, using, or disposing of offerings
3. analyse both internal and external influences that impact upon the consumer decision-making process
4. evaluate marketers' use of consumer behaviour insights in the development and implementation of consumer-oriented 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