MKF5911 · Theory and process of buyer behaviour

Overview

Can we predict consumers' preference, choice, and other behaviours? Can we influence their behaviours in a way that is ethical and aligned to the organisation's objectives? These questions are of interest to many marketers and the answer is yes, if you could master the theories and processes of buyer behaviour and apply them properly. This unit will immerse you with a number of interesting buyer behaviour theories and examples regarding consumer information processing, judgement and decision-making, and social and cultural influences. At the end of this unit, you will be able to use scientifically validated frameworks and theories to analyse buyer behaviour and apply them in designing effective marketing strategies.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. explain the success or failure of a marketing activity from the perspective of buyer behaviour
2. using established theories, concepts, and frameworks, discuss under what conditions a specific buyer behaviour occurs or ceases; why does it occur; why do some consumers exhibit such a behaviour whereas others do not
3. evaluate the effectiveness of a proposed marketing strategy decision by analysing its potential influence on buyer behaviour
4. design actionable marketing mix strategies based on theoretically justified analysis of the buyer behaviour of the target customers.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.