ANU - STUDYAT - Consumer Behaviour

Offered By:

School of Mgt, Marketing & International Business

Academic Career:

Undergraduate

Course Subject:

Marketing

Offered in:

First Semester, 2010

Unit Value:

6 units

Course Description:

An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.

Learning Outcomes:

At the end of the semester, students should have acquired; A comprehensive understanding, in both organisational and consumer exchanges, of the following:
The process of human decision making in a marketing context
The three major influences on customer choice:
The individual customers make up
The environment in which the customer is embedded Marketing strategies of the supplier;
The cognitive skills to enable the application of the above knowledge to marketing decision making and activities.

Indicative Assessment:

The assessment for this coursefor Summer School, 2010, will be different from the standard semester offerings. Summer School proposed assessment is as follows:

Mid-Term Exam - 40%
Essay - 40%
Final Examination - 20%

Workload:

At least three contact hours per week

Areas of Interest:

Marketing

Requisite Statement:

At least 24 units

Incompatibility:

with BUSN2031 Consumer Behaviour

Prescribed Texts:

Quester P, Neal C, , Pettigrew, S Grimmer, M Davis, T and Hawkins D (2004).
Consumer Behaviour. Enhanced 5th Ed. McGraw Hill, Roseville NSW

Other Information:

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG2031

Consumer Behaviour MKTG2031 - Details