MKC2110

Buyer behaviour in marketing

6 points
* Two 1-hour lectures and one 1-hour hour tutorial per week
* Prerequisite: MKC2200, Prohibitions: MKX2111, MKB1402/MKG1402

Objectives On completion of this subject students will be able to understand the theoretical foundations of human behaviour relating to the practice of marketing; understand and evaluate the main theories and concepts from the behavioural sciences relevant to marketing and how they provide a basis for understanding individual, group and cultural influences on consumer behaviour; understand, analyse and criticise the main consumer buyer behaviour concepts, theories and models used in the marketing field; and appreciate the applicability of these concepts, theories and models for understanding buyer decision making and developing marketing strategy.

Synopsis The subject builds on MKC2200 (Marketing principles) and introduces students to the main behavioural concepts and theories relating to understanding the behaviour of consumers within the area of marketing. The emphasis is to understand the range of factors that influence, explain and help predict consumption behaviour, so that marketers can develop products to meet the needs of consumers and prepare appropriate marketing strategies to facilitate consumption behaviour. To achieve this, the subject involves an examination of the social sciences, particularly psychology, social psychology, sociology and anthropology to provide the theoretical background to understand how concepts and theories developed in these fields have provided the basis for understanding individual, cultural and group influences on the behaviour of consumers. This subject also identifies the use marketers make of this information in developing marketing strategies.

Assessment Group assignment (4000 words): 25%
* Individual assignment (1500- 2000 words): 15%
* Examination (3 hours): 60%

Prescribed texts

Craig-Lees M, Joy S and Browne B Consumer behaviour Wiley, 1995
Kassarjan H and Robertson T Perspectives in consumer behaviour 4th edn, Prentice-Hall, 1991