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, 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 and positioning and implementation of marketing strategies.
HD/FL
One session
School of Business
Postgraduate students only.
MKT501
The following table summarises the assessment tasks for the online offering of MKT510 in Session 3 2021. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).
The information contained in the CSU Handbook was accurate at the date of publication: May 2022. The University reserves the right to vary the information at any time without notice.