Postgraduate CUR-MMK540-2023

Buyer Behaviour and Analysis

Discover the cogs at work behind buyer behaviour. Consider preferences, judgement and decision-making using social science. Combine elements of psychology, sociology, economics and more to explain why people buy, and predict when they’re about to.

From

$3,536 $3,786

Your upfront cost: $0

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Duration

13 weeks

Study method

100% Online

Available loans

FEE-HELP

Assessments

Subjects may require attendance

Prior study

Not required

Start dates

28 Aug 2023

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2023

Subject details

What you'll learn

At the completion of this subject students will be able to:

interpret the complexities of consumer decision-making processes including the influence of situational, psychological and social factors
assess your own and other’s personal consumption experiences with analysis around how consumer attitudes are formed, and opinions changed
evaluate ethical practices and corporate social responsibility frameworks for their applicability to consumer and business buying behaviour across various marketplace scenarios
develop marketing strategies based on consumer insights
effectively demonstrate group collaboration and teamwork skills necessary for the delivery of marketing services and products fit for client needs.

Topics covered

- Culture
- Consumer decision making (Part 1)
- Consumer decision making (Part 2)
- Progressive Test
- Perception and unconscious thought
- Learning, memory and product positioning
- The Self: mind, gender, and body
- Attitudes and persuasive communications
- Consumer ethics and misbehaviours
- Flexible learning
- Exam Revision and Closing Perspectives
- Final Exam

Entry requirements

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core

CUR-MMK-GCE-2023

Additional requirements

No additional requirements

Description

This subject introduces the role of buyer behaviour and equips students with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and buying behaviour. Specifically, it
integrates concepts and theories developed in the social sciences such as cognitive psychology, sociology, economics, anthropology and demography to explain and help predict consumption behaviour in both individuals and
organisations. Students will learn how to acquire and apply this knowledge to improve organisational strategy and success, in terms of developing marketing strategies, predicting buying behaviour and creating strategic initiative around
protecting consumers in the marketplace.

Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module.

Assessments

Changing Consumer Behaviour Challenge (CCBC) (35%)
Consumer Behaviour Test (30%)
Brand Case Analysis (35%)

Textbooks

Current study term: 27 Aug 23 to 26 Nov 23

Check the learning management system (LMS) of your university for textbook details.