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.
School of Management and Marketing
Postgraduate students only.
MKT501 or MBA503
The information contained in the CSU Handbook was accurate at the date of publication: February 2020. The University reserves the right to vary the information at any time without notice.