Buyer and Consumer Behaviour
Course Level Undergraduate
Area/Catalogue
MARK 1008
Course Level
Undergraduate
Offered Externally
Yes
Note: This offering may or may not be scheduled in every study period. Please refer to the timetable for further details.
Course ID
006434
Unit Value
4.5
University-wide elective course
No
Course owner
School of Marketing
Course aim
To familiarise students with the concepts of individual consumer and industrial buyer behaviour, and to acquaint students with applications of these concepts in the market place.
Course content
Buying behaviour and buying behaviour theories; cultural, class, family and other key external factors influencing consumers' purchasing; repeat buying patterns (NBD theory and NBD-Dirichlet); memory (brand beliefs) and brand salience; patterns in belief and attitude data; customer evaluations of service and their relationship with future behaviour; the diffusion of innovations (Bass model); the consumer as a shopper, reactions to marketing interventions, segmentation.
Textbook(s)
East, R, Wright, M & Vanhuele M 2013, Consumer Behaviour: Applications in Marketing, 2nd Edition, Sage, London
Prerequisite(s)
Nil
Corequisite(s)
MARK 1010 Marketing Principles: Trading and Exchange must be taken either prior to or at the same time as MARK 1008 Buyer and Consumer Behaviour.
Teaching method
| Component | Duration | ||
|---|---|---|---|
| INTERNAL, CITY WEST | |||
| Lecture | 2 hours x 13 weeks | ||
| Tutorial | 1 hour x 12 weeks | ||
| EXTERNAL, CITY WEST, DISTANCE EDUCATION | |||
| External (Moderated online student discussion board) | 3 hours equiv x 12 weeks | ||
| INTERNAL, OFFSHORE, HONG KONG BAPTIST UNIVERSITY | |||
| Workshop | 2.5 hours x 8 days | ||
| Tutorial | 10 hours x across 14 weeks | ||
| External (Moderated online student discussion board) | 1 hour x 10 weeks | ||
| INTERNAL, OFFSHORE, TAYLOR'S BUSINESS SCHOOL | |||
| Lecture | 2 hours x 14 weeks | ||
| Tutorial | 2 hours x 13 weeks | ||
Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.
Assessment
Assignment Part A - Calculations, Assignment Part B - Discussion, Examination, Major essay, Tutorial assessment, Tutorial Assessment, Weekly Questions
Fees
EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.
Non-award enrolment
Non-award tuition fees are set by the university. To determine the cost of this course, go to:
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* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.
Course Coordinators
Degrees this course is offered in
