MG2704 - Consumer Behaviour

Credit points:	03
Year:	2009
Student Contribution Band:	Band 3
Administered by:	School of Business

This subject is designed to provide a comprehensive coverage of consumer behaviour and builds on the basic introduction to consumer behaviour addressed in marketing management. The foundation of this subject is based on the premise that the ultimate consumer is critical to the success of marketing efforts. Understanding how and why internal, external and situational factors influence the decision making process and behaviour of consumers is the focus of the subject. Consumer trends are examined and marketing implications are discussed. Knowledge gained from this subject is important for later subjects such as marketing communications and strategic marketing

Learning Outcomes

• analyse and evaluate the buyer's decision-making process;
• critically analyse and evaluate the effects of various internal, external and situational factors on the buyer's decision making process;
• apply the concepts from consumer behaviour to the development of an effective marketing program;
• identify major ethical problems related to marketing activities;
• demonstrate effective communication skills and the ability to work with others in a professional manner.

Graduate Qualities

• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to generate, calculate, interpret and communicate numerical information in ways appropriate to a given discipline or discourse.

Availabilities
SIMA S'pore, Block, Study Period 78
Census Date 27-Nov-2009
Face to face teaching 02-Nov-2009 to 28-Feb-2010 (Taught in Mandarin - in 'teach out' mode. Exam date 14 Jan 2009)
Coordinator:	Dr Janelle Rose
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	end of semester exam (40%); mid-session exam; serves as a revision of concepts (20%); assignments (40%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.