MKTG2031 Consumer Behaviour
Later Year Course
| Offered By | School of Mgt, Marketing & International Business |
|---|---|
| Academic Career | Undergraduate |
| Course Subject | Marketing |
| Offered in | First Semester, 2010 and First Semester, 2011 |
| 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. |
| Indicative Assessment |
The assessment for this coursefor Summer School, 2010, will be different from the standard semester offerings. Summer School proposed assessment is as follows:
|
| 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 2010 website applies to the 2010 academic year only. All information provided on this website replaces the information contained in the Study at ANU 2009 website.
