6 points, SCA Band 3, 0.125 EFTSL
Postgraduate - Unit
Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.
Essential concepts in psychology and sociology relevant to consumer and organisational behaviour; essential frameworks, models and concepts; fundamental processes of motivation, perception and learning in individual behaviour; nature and influence of individual predispositions, including personality characteristics, attitude formation and change; the social influences of culture, class reference groups and family; consumer decision processes; diffusions of innovations and fads; links to and organisation/aspects of industrial buying, organisational decision making processes and influences, links and relevance between individual and organisational buying behaviour.
The learning goals associated with this unit are to:
- examine the origins and nature of buyer behaviour and explain the role of marketing in satisfying buyer's needs and wants
- explain the importance to marketing of having a good understanding of buyer behaviour and its influence on marketing strategy
- discuss the basic theories and concepts relevant to buyer behaviour in both consumer and organisational contexts
- analyse how these theories and concepts can provide insight into and help explain buyer behaviour in contemporary environments
- analyse and research buyer behaviour in a range of contexts and from a variety of perspectives.
Within semester assessment: 60% + Examination: 40%
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
See also Unit timetable information