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Monash College Unit Guide
MARKETING 2: BUYER BEHAVIOUR (MCD2110)
Purpose
This unit is designed to develop an understanding of the reasons why buyers behave in a certain way and how marketing can use this knowledge.
Prerequisite
MCD2050 Marketing 1
Learning outcomes
On completion of this unit, students should be able to:
- Explain the evolution of the study of consumer behaviour.
- Explain the process of motivation and the role of innate and acquired needs.
- Explain how perspectives on the 'self' may influence consumption patterns.
- Explain the meaning of the perceptual processes and how they can be adapted to modern marketing and communications.
- Compare behavioural and cognitive learning theories, and how these can be applied in communication and marketing strategies.
- Develop an understanding of attitudes, their formation, and content and how they may be changed.
- Analyse the role of the consumer as a decision maker and product user.
- Analyse notions of collective decision making as practised by families and other reference groups.
- Define social class and analyse concepts of class consumption patterns and behaviours.
- Analyse culture, subcultures, and their impact on consumer behaviour.
- Explain the innovation and diffusion process as it relates to product information in the market place.
Assessment
Essays, tests or other assignments: 60%
Examination: 40%
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