BUSN9264 Consumer Behaviour

Bob Thottumkal

2017

4.5

1 x 3-hour seminar weekly

None

Marketing Specialisation

This topic focuses on one of the essential marketing subject: consumer behaviour. Students will learn various Schools of thoughts related to consumer decision making and choice. They will learn how knowledge about consumer behaviour relates to the marketing of products and services in both the private and public sectors. Subjects covered include: the role of consumer behaviour in marketing; the consumer as an individual; the consumer in social and cultural settings; the marketing decision-making process.

The topic aims to provide knowledge about consumer behaviour and to develop their critical thinking through an understanding of the individual, group, and external factors that affect consumer behaviour. This involves the identification of patterns of purchase, understanding various theories and schools of thoughts related to consumer decision making and understanding how customer analysis affects marketing strategy.

On successful completion of this topics students should be able to:

Recognise and explain the consumer behaviour decision making elements that assist in understanding how consumers react to internal and external elements in the buying decision process
Use key conceptual tools of consumer behaviour to guide decisions on the optimum strategy for successful management of the consumer and service delivery
Understand and identify consumer behaviour issues and make recommendations for an improved customer experience
Anticipate customer responses to any given buying situation and recognise potential customer reactions through your understanding of situational influences
Understand how attitudes are formed and how to develop strategies to bring about attitude change
Identify how cultural differences affect consumer behaviour.

Key dates and timetable

Timetable details for 2017 are no longer published.

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