MKTG7050 Consumer Behaviour and Analysis
| Offered By | School of Mgt, Marketing & International Business |
|---|---|
| Academic Career | Graduate Coursework |
| Course Subject | Marketing |
| Offered in | First Semester, 2011 and First Semester, 2012 |
| 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 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 aboved knowledge to marketing decision making and activities |
| Indicative Assessment |
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| Workload |
3 hour seminar plus private study time. |
| Course Classification(s) | TransitionalTransitional courses are designed for students from a broad range of backgrounds and learning achievements, which provide for the acquisition of generic skills; or an informed understanding of contemporary issues; or fundamental knowledge for transition to Advanced or Specialist courses. |
| Areas of Interest | Marketing |
| Eligibility |
At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree |
|
Assumed Knowledge and Required Skills |
Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience) |
| Prescribed Texts |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050 |
| Preliminary Reading |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050 |
| Indicative Reading List |
See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050 |
| Programs | Graduate Certificate in Marketing, Graduate Certificate in Marketing, Master of Business, Master of Business, Master of Commerce, Master of Business, Master of Business, Master of Commerce, Master of Marketing, and Master of Marketing |
| Other Information |
For further information plese refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050 |
| Academic Contact | See http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050 |
The information published on the Study at ANU 2011 website applies to the 2011 academic year only. All information provided on this website replaces the information contained in the Study at ANU 2010 website.
