Handbook
Current students and re-enrolment – 2008
MKT510 Customer Behaviour (8)
Enrolment Restriction: Restricted to postgraduate students only
To make strategic marketing decisions organisations need to understand the individual, social, organisational and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. Drawing on concepts primarily from psychology and sociology topics include perception, learning, motivation, attitudes, culture, values and lifestyles and situational influences on decision making. These various theoretical concepts are applied and integrated with regard to market segmentation, positioning and implementation of marketing strategies.
Assumed knowledge in this subject is equivalent to that covered in MKT501 or MBA503.
This information is for currently enrolled students, and students wishing to re-enrol. Please consult the online course brochures for prospective students looking to enrol in 2008.