MKTG5406 Buyer Behaviour and Decision Making

Credit
6 points
Offering
(see Timetable)
AvailabilityLocationMode
Semester 1UWA (Perth)Face to face
Semester 2UWA (Perth)Face to face
Content
This unit explores the range of decision making and behaviours of buyers and consumers in the exchange process. Specific topics include attitudinal and behavioural theories. The unit is fundamental to marketing as it provides the student with an understanding of how and why buyers and consumers make decisions about their choices in the marketplace. The models and theories used in this unit largely come from marketing and psychology fields. Specific applications in retailing, promotion, pricing and branding are covered along with issues concerning ‘targeting' and the ‘de-marketing' of consumer ‘vices'. The unit addresses both commercial as well as government and not for profit contexts. The unit provides a strong foundation for understanding consumers and developing marketing strategies in these contexts.
Outcomes
Students are able to (1) identify the major possible factors that may affect consumer decision making in a range of scenarios; (2) in a business context, identify consumer behaviour aspects and to recommend appropriate marketing tactics and strategies; (3) demonstrate the ability to give oral presentations that are clear and coherent to specialists and non-specialists; (4) apply the various theories and frameworks learned in a variety of contexts including purchase, consumption or endorsement of a good, service, brand or cause; and (5) demonstrate an understanding of social, cultural or demographic changes and how these issues affect society as a whole.
Assessment
Typically this unit is assessed in the following ways: (1) participation; (2) assignments; and (3) quizzes. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Winthrop Professor Jill Sweeney
Contact hours
lectures/seminars/workshops: up to 3 hours per week
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