To make strategic marketing decisions, organisations need to understand the individual, social, organisational and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. The topics draw on concepts derived primarily from psychology and sociology topics, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. These various theoretical concepts are applied and integrated with regard to market segmentation, positioning and implementation of marketing strategies.
MKT510 – Customer Behaviour will cover the following topics:
- Introduction to consumer behaviour
- Segmentation, target marketing and positioning
- Consumer research
- Cognition, which may include: Perception; Learning and Memory; Motivation, personality and emotion
- Influences / Attitudes, which may include: Attitudes and Attitude Change; Changing Australian Society and Lifestyle; Household Structure and Consumption; Group Influence; Social Class; Culture; Situational Influence
- Key Behaviours, which may include: Organisational Buying behaviour; Decision Making Process and Problem Recognition
- Processes, which may include: Information Search; Evaluation of Alternatives; Purchase and Store Choice; Post-purchase Process
- Class Discussion (250 words – 30%)
- Cultural and Interpersonal Influences on CB (3000 words – 35%)
- Individual Influences on CB (3500 words – 35%)
Session 1 (March), Session 3 (November)
The information above was accurate the time the subject was last run, but may change in future. Be sure to check the details in your subject outline upon enrolment.