MKTG2031 Consumer Behaviour

Later Year Course

Offered By	School of Mgt, Marketing & International Business
Academic Career	Undergraduate
Course Subject	Marketing
Offered in	First Semester, 2009, Second Semester, 2009, and First Semester, 2010
Unit Value	6 units
Course Description	An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.
Learning Outcomes	At the end of the semester, students should have acquired; A comprehensive understanding, in both organisational and consumer exchanges, of the following: The process of human decision making in a marketing context The three major influences on customer choice: The individual customers make up The environment in which the customer is embedded Marketing strategies of the supplier; The cognitive skills to enable the application of the above knowledge to marketing decision making and activities.
Workload	At least three contact hours per week
Areas of Interest	Marketing
Requisite Statement	At least 24 units
Incompatibility	with BUSN2031 Consumer Behaviour
Prescribed Texts	Quester P, Neal C, , Pettigrew, S Grimmer, M Davis, T and Hawkins D (2004). Consumer Behaviour. Enhanced 5th Ed. McGraw Hill, Roseville NSW
Other Information	For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2031

The information published on the Study at ANU 2009 website applies to the 2009 academic year only. All information provided on this website replaces the information contained in the Study at ANU 2008 website.