MG2704:03
Consumer Behaviour
| Townsville, Cairns, Sydney, Melbourne | HECS Band 2 |
26 hours lectures, 12 hours tutorials. Semester 1.
This subject is designed to provide a comprehensive introduction to consumer behaviour. It draws on economics, psychology, sociology and anthropology, as well as on contemporary business issues in order to illustrate key concepts and principles. Specific topics include: market segmentation and marketing strategy; cultural influences on consumer behaviour; household decision making and purchase patterns; reference group influences; consumer motivations; perception, learning and memory; brand attitudes and marketing communications; consumer decision processes.
Learning Objectives:
- to enable students to critically evaluate the effects of various internal, external and situational aspects of consumer behaviour on the target marketing strategy, product development and positioning, pricing policy, distribution strategy and promotional initiatives of business.
Assessment to be advised.