Influencing Consumer Behaviour

Course aim

To extend students' in-depth knowledge of buyer and consumer behaviour through the application of advanced knowledge in practical settings.

Course content

Buying behaviour and buying behaviour theories. Culture, class, and other factors influencing purchase behaviour. Empirical generalisations and models of buying behaviour. Segmentation and purchase behaviour. Consumer attitude, intentions and purchase behaviours. Brand beliefs and brand salience. Consumer as a shopper, reactions to marketing interventions.

Textbook(s)

Nil

Prerequisite(s)

Common to all relevant programs
Subject Area & Catalogue Number	Course Name
MARK 5025	Marketing Management

Specific program
Program	Subject Area & Catalogue Number	Course Name
DBMA	BUSS 5245	Strategic Marketing
DMMA	BUSS 5245	Strategic Marketing

NOTE: Students enrolled in the MBA programs are required to undertake BUSS Strategic Marketing instead of MARK 5025 Marketing Management as the prerequisite course.

Corequisite(s)

MARK 5025 Marketing Management can be taken concurrently with this course.

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 10 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion board and online staff consultations)	N/A x 10 weeks
INTERNAL, CITY WEST (INTENSIVE)
Seminar	30 hours in total x N/A

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment, Examination, Group assignment

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.