MKC2110 - Buyer behaviour in marketing

Overview

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. You will explore both the internal and external influences on the consumer decision-making process. You 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.

Offerings

S1-01-CLAYTON-ON-CAMPUS

Requisites

Prerequisite

Prohibition

Contacts

Chief Examiner(s)

Associate Professor Dewi Tojib

Notes

MKX2111 can be taken as an alternative to this unit

Teaching approach

Active learning

Assessment

1 - Within semester assessment

2 - Examination

Scheduled and non-scheduled teaching activities

Seminars

Tutorials

Workload requirements

Workload

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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Learning resources

Required resources