Consumer Demographics - MKTG216
This unit focuses on the application of a range of demographic skills and techniques in analysing and understanding consumer populations, market segmentation and demographically diverse consumer behaviour. It emphasises the importance of life cycle as an analytical framework that shapes the demand for goods and services at various stages of life of consumer population. Application of basic statistical techniques will be included. Some of the topics covered include: gendered consumer behaviour and cohort effects, market segmentation, demographic dynamics and market changes, ageing and substitution effects, life cycle and household consumption, and age and product substitution. Examples of Australian consumers and markets will be extensively discussed and international comparisons will also be considered.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Associate Professor Fei Guo |
| Prerequisites: |
24cp at 100 level or above |
| Corequisites: | |
| NCCW(s): | DEM255 |
| Unit Designation(s): | |
| Unit Type: | |
| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
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