MKT510 Customer Behaviour (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
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. The topics draw on concepts derived primarily from psychology and sociology topics, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. 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.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst | Session 3 |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT510
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Enrolment restrictions:
Restricted to postgraduate students only
Objectives:
Upon successful completion of this subject, students should:
- be able to analyse the buyer decision process and critique effects of situational influences on consumer purchases;
- be able to compare and contrast consumers and organisations in terms of their markets and buying behaviour;
- be able to develop marketing strategies for both types of markets at various stages of the buyer decision process;
- be able to critically examine the stages of information processing and the internal factors that influence each stage in relation to consumer behaviour;
- be able to explain and discriminate between the roles of various internal factors affecting consumer behaviour and construct marketing strategies to address these factors;
- be able to evaluate a variety of external factors including types of reference groups, social class, cultures and sub-cultures, and their influence on consumer behaviour;
- be able to assess the effects of external influences on segmentation, diffusion of innovation and international marketing, and accommodate the external influences in designing marketing strategies;
- be able to assess key trends and issues facing consumers today and describe the potential effects on current marketing strategies; and
- be able to develop new marketing strategies to accommodate emerging trends.
Syllabus:
The subject will cover the following topics:
- Introduction to consumer behaviour
- Segmentation, target marketing and positioning
- Consumer research
- Perception
- Learning and memory
- Motivation, personality and emotion
- Attitudes and attitude change
- Changing Australian society and lifestyle
- Household structure and consumption
- Group influence
- Social class
- Culture
- Organisational buying behaviour
- Situational influence
- Decision making process and problem recognition
- Information search
- Evaluation of alternatives
- Purchase and store choice
- Postpurchase process
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.