| Area: | School of Marketing |
| Credits: | 25.0 |
| Contact Hours: | 3.0 |
| Tutorial: | 1 x 1 Hours Weekly |
| Seminar: | 1 x 2 Hours Weekly |
| Prerequisite(s): | 10850 (v.4) Marketing 100 or any previous version
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| Syllabus: | Introduces the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. The unit in essence focuses on the decision processes in consumption behaviour in different buying situations. This will develop the students' ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology will also be examined. |
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| Unit Outcomes: | On successful completion of this unit students will have- Introduced a framework of appropriate tools for analysing consumers. Instilled consumer behaviour and marketing strategy relationships. Integrated their own consumption experiences with theoretical and conceptual models of consumer behaviour. Developed the ability to recommend effective marketing strategies. Identified and understood consumer behaviour problems, and develop solutions to such problems. |
| Text and references listed above are for your information only and current as of September 30, 2003. Please check with the unit coordinator for up-to-date information. |
| Unit References: | Advertising Age. Academy of Marketing Science. Brandweek. Business Review Weekly. B&T Weekly. European Journal of Marketing. Far Eastern Economic Review. Fortune. Marketing News. Journal of Consumer Research. Journal of Marketing. Journal of Marketing Research. |
| Unit Texts: | Blackwell, Miniard and Engel. (2000). Consumer Behaviour. (nineth edition). Sydney, Harcourt. |
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| Unit Assessment Breakdown: | Examination 1 (Classroom) (Based on Chapters 7-10) 15%, Examination 2 (Lecture Hall) (Based on Chapters 13-16) 30%, Individual Assignment 20%, Case Assignment 25%, Presentation and Participation 10%. This is done by grade/mark assessment. |
| Year | Location | Period | Internal | Area External | Central External | | 2004 | Bentley Campus | Semester 1 | Y | | Y | | 2004 | Bentley Campus | Semester 2 | Y | | Y | | 2004 | Bentley Campus | Summer Period | Y | | | | 2004 | Joondalup Campus | Semester 1 | Y | | | | 2004 | Joondalup Campus | Semester 2 | Y | | | | 2004 | HK Mgmt Assoc | Trimester 1A | Y | | | | 2004 | HK Mgmt Assoc | Trimester 2A | Y | | | | 2004 | Metro College Malaysia | Semester 1 | Y | | | | 2004 | Metro College Malaysia | Semester 2 | Y | | | | 2004 | Metro College Malaysia | Summer Period | Y | | | | 2004 | Miri Sarawak Campus | Semester 1 | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 1A | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 2A | Y | | | | 2004 | Mktg Inst of S'pore | Trimester 3A | Y | | | | 2004 | UHK SPACE Admiralty Ctr | Trimester 1A | Y | | | | 2004 | UHK SPACE Admiralty Ctr | Trimester 2A | Y | | | | 2004 | UHK SPACE Admiralty Ctr | Trimester 3A | Y | | | |
