Consumer and Buyer Behaviour PG (11420.2)
|HECS Bands:||2, 3|
|Faculty:||Faculty of Business, Government & Law|
|Discipline:||Canberra Business School|
UC - Canberra, Bruce
Year Teaching Period Convener Mode of Delivery 2020 Semester 1 DR Marjan ASLAN (Ph: +61 2 62012136 ) ON-CAMPUS
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Understanding Consumer and business buying behaviour is one of the major considerations in designing successful products and services. It requires a deep understanding about the forces that drive these behaviours. You will appraise the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. You will critically evaluate the purchasing decision making of both business buyers and consumers to develop successful marketing strategies for both targets.
After successful completion of this unit, students will be able to:
1. Critically analyse consumer behaviour theory and examine implications for marketing strategy in both consumer, organisational and industrial markets.
2. Assess and critically evaluate organisational buyer behaviour in both domestic and international settings.
3. Critically evaluate consumer decision making processes in diverse cultural settings.
4. Critique consumer decision making theories and examine how these theories apply to new product development and entrepreneurial environments .
5. Critically evaluate how cultural differences influence consumer behaviour and impact on marketing strategies.
6. Examine the scope and nature of psychology and sociology in consumer behaviour.
3 hours per week.
11178 Consumer and Buyer Behaviour, 6390 Consumer Behaviour