MKTG5406 Buyer Behaviour and Decision Making

6 points
(see Timetable)
Semester 2UWA (Perth)Face to face
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.
Students are able to (1) identify the major possible factors that may affect consumer decision making in a range of scenarios; (2) identify in a business context 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.
Indicative assessments in this unit are as follows: (1) participation; (2) quizzes; and (3) tests. Further information is available in the unit outline.

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