Consumer Behaviour - MKTG815
This unit examines the external and internal factors that influence people's consumer behaviour. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and consumer culture theory, and economics. The unit draws on perspectives from positivist and intepretivist research and practice. These components of a consumer's psychological and socio-economic profile, and broader situational, social, cultural and structural factors, are considered as influences in determining marketing strategies.
| Credit Points: | 4 |
| When Offered: | S1 Day - Session 1, North Ryde, Day S2 Day - Session 2, North Ryde, Day |
| Staff Contact(s): | Dr Monica Ren |
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| 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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