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Consumer Behaviour - MKTG815

For marketers, understanding how buyers and consumers behave is an integral part of identifying their needs, and developing effective marketing strategies. Consumer decision-making and the popular use of the term consumer behaviour refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs.

The focus of this unit is on developing students’ knowledge of consumer decision-making processes and the factors that influence consumers’ decisions, purchases and consumption of products and services. The unit will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The unit will develop students’ theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers’ behaviour. The unit will help students to identify stimuli that can be used to influence consumers’ decision-making, purchases and consumption via marketing strategies.

Credit Points: 4
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Evening - Session 2, North Ryde, Evening

Staff Contact(s): Associate Professor Ross Gordon
Prerequisites:

MKTG696 or admission to MMktg Prerequisite Information

Corequisites:

NCCW(s):
Unit Designation(s):

Commerce

Economics

Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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