Buyer and Consumer Behaviour
Undergraduate
Undergraduate
MARK 1008
Undergraduate
Yes
Note: This offering may or may not be scheduled in every study period. Please refer to the timetable for further details.
006434
4.5
No
School of Marketing
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.
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.
Nil
Nil
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.
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 | 3 hours x 10 weeks |
Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.
Assignment Part A - Calculations, Assignment Part B - Discussion, Examination, Tutorial Assessment, Weekly Questions
EFTSL*: 0.125
Commonwealth Supported program (Band 3)
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Fee-paying program for domestic and international students
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Non-award enrolment
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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.