Marketing Behaviour
MAR210
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
Marketing Behaviour explores the nature of buyer psychology and its influence upon buying behaviour in the context of marketing. This unit provides a broad understanding of the factors and psychological processes shaping buyer behaviour in both consumer and business-to-business marketing. Such knowledge is crucial for understanding how marketing works in the real world, as well as the strategies and tactics that organisations use to influence their customers. The topics covered in the unit will be used constantly in later higher-level marketing units.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Mandatory co-requisites
You must either have successfully completed the following unit(s) before starting this unit, or currently be enrolled in the following unit(s); or enrol in the following unit(s) to study at the same time or prior to this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Assessment
- Assignment 1 — (20%-30%)
- Assignment 2 — (20%-30%)
- Invigilated Exam — (45%-55%)
Learning Outcomes
At the completion of this unit students will be able to use newly-gained behavioural knowledge to better understand their own day-to-day lives by more fully appreciating the significant role that marketing plays. More specifically students will be able to:
- relate the relevance of psychology theory to buying behaviour
- understand the practical application of psychology and how it is used by marketers to influence buying behaviour
- distinguish between the various situational, internal and external influences that affect buying behaviour and explain the likely responses to marketing stimuli by customers in given situations
- relate the concepts discussed in the unit to the marketing mix (and other) situations and use this information to help formulate effective marketing activities.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Strategic marketing perspectives |
| 2 | Buying behaviour & psychology theory |
| 3 | Tactical marketing perspectives: theory application & implications for the marketing mix |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Welcome Letter
Online materials
- Printable format materials
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is part of a major, minor, stream or specialisation in the following courses:
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Business, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
- Bachelor of Arts (Internet Communications), Curtin University
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
