ANU - STUDYAT - Consumer Behaviour & Analysis

Offered By:	School of Mgt, Marketing & International Business
Academic Career:	Graduate Coursework
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 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 aboved knowledge to marketing decision making and activities
Indicative Assessment:	Class Presentation 20% Major Assignment 40% Final Examination 40%
Workload:	3 hour seminar plus private study time.
Course Classification(s):	TransitionalTransitional courses are designed for students from a broad range of backgrounds and learning achievements, which provide for the acquisition of generic skills; or an informed understanding of contemporary issues; or fundamental knowledge for transition to Advanced or Specialist courses.
Areas of Interest:	Marketing
Eligibility:	At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree
Assumed Knowledge and Required Skills:	Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience)
Prescribed Texts:	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050
Preliminary Reading:	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050
Indicative Reading List:	See Course Website: http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050
Programs:	Graduate Certificate in Marketing, Master of Business, Master of Business, Master of Commerce, Master of Commerce, and Master of Marketing
Other Information:	For further information plese refer to http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050
Academic Contact:	See http://ecocomm.anu.edu.au/courses/course.asp?code=MKTG7050

Consumer Behaviour and Analysis MKTG7050 - Details