MKT220 Buyer Behaviour (8)

Abstract

Buyer behaviour explores the consumer decision-making process. This process is affected by situational, internal and external factors. This subject is designed to help the student see consumer behaviour from the marketer's perspective. Therefore, students will be able to link buyer behaviour theory to marketing strategy.

+ Subject Availability Modes and Location

Session 1
Internal	Bathurst Campus
Internal	Holmesglen
Internal	Northern Sydney Institute
Distance	Bathurst Campus
Session 2
Internal	Albury-Wodonga Campus
Internal	Bathurst Campus
Internal	CSU Study Centre Sydney
Internal	Holmesglen
Distance	Bathurst Campus
Session 3
Internal	CSU Study Centre Melbourne
Internal	CSU Study Centre Sydney
Distance	Bathurst Campus

Continuing students should consult the SAL for current offering details: MKT220
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration	Grading System	School:
One session	HD/FL	School of Management and Marketing

Learning Outcomes

Upon successful completion of this subject, students should:

be able to identify the components of consumer behaviour models and illustrate how those components work together;
be able to gather and interpret information from a range of academic and industry sources related to consumer behaviour;
be able to predict consumer behaviour using relevant models;
be able to apply consumer behaviour models to a range of diverse, real life situations and marketing strategy;
be able to communicate clearly the nature and function of consumer behaviour in the marketplace.

Syllabus

The subject will cover the following topics:

Introduction to Consumer Behaviour;
Situational Influences;
The five stage decision-making process;
Internal and external factors affecting consumer behaviour including;
Motivation, Personality;
Perception;
Learning and memory;
The Nature of Attitudes, Attitude Formation and Change;
Psychographics and demographics;
Group Dynamics and Consumer Reference Groups;
Household and Organisational buying;
Social Class;
The Influence of Culture, Subculture and Cross-Cultural Aspects on Consumer Behaviour;
Ethics in Buyer Behaviour;
Marketing Strategy and buyer behaviour.

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