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 buyer and consumer behaviour, and to acquaint students with applications of these concepts in the market place.
Course content
Buying behaviour and buying behaviour theories; brand performance measures; empirical generalisations; customer loyalty; repeat buying patterns (NBD theory and NBD-Dirichlet); memory and mental availability (brand salience); patterns in belief and attitude data; influences on purchasing behaviour; segmentation; customer satisfaction/service quality; word of mouth recommendation; patterns of store choice and in-store behaviour.
Textbook(s)
Nil
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 10 weeks | ||
| Tutorial | 1 hour x 10 weeks | ||
| EXTERNAL, CITY WEST, DISTANCE EDUCATION | |||
| External (Moderated online student discussion board) | 3 hours equiv x 10 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.
Assessment
Assignment, Continuous assessment, Examination
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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Not all courses are available on all of the above bases, and students must check to ensure that they are permitted to enrol in a particular course.
* 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
