Advanced Consumer Decision-making - MKTG715
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): | |
| Prerequisites: |
Admission to MRes
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| Corequisites: | |
| NCCW(s): | MKTG815 |
| Unit Designation(s): | |
| Unit Type: | |
| 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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