Course Title: Buyer Behaviour

Part A: Course Overview

Course Title: Buyer Behaviour

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education


Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 1 2017,
Sem 2 2017,
Sem 1 2018,
Sem 2 2018


Shanghai Uni of Int Bus & Econ


650T Vocational Business Education


Offsh3 16,
Offsh3 17

Course Coordinator: Vanessa Brancatisano

Course Coordinator Phone: 9925

Course Coordinator Email:

Course Coordinator Location: Level 5, Bldg 80

Course Coordinator Availability: By email appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

This course introduces the theory of buyer behaviour and relates it to the practice of strategic marketing decisions. The models of buyer behaviour and related theories drawn from psychology, anthropology, social and behavioural sciences are taught with particular emphasis on the consumer decision-making process. The course covers why individuals make certain purchasing decisions; what products and services they buy; how they buy them; the frequency with which they buy them; and the decision process in these situations.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Construct, assess and devise marketing strategies drawing on theories of buyer behaviour in consumer markets.
  2. Analyse the role of the consumer as a communicator, a purchaser, a user, and a disposer to understand consumer decision-making processes.
  3. Solve consumer research problems within a diverse range of consumption practices to inform marketing decisions.
  4. Develop reports that critically analyse consumer research data and provide recommendations.
  5. Collaborate and communicate effectively with marketing professionals and other colleagues to manage and support projects.

Overview of Learning Activities

You will work through different applications of consumer behaviour and recognise its importance in marketing strategy development. Learning activities may involve group discussions relating to current affairs relevant to buyer behaviour, debates, case studies, project questions, presentations, and research projects.
The ONUS is on the student to be well prepared for classes in order to gain the greatest benefit by ensuring they are up to date on readings. Students are expected to contribute to discussions in class.

Overview of Learning Resources

This course is supported online by the use of the myRMIT site where various materials will be supplied progressively throughout the semester - including lecture outlines, tutorial solutions, assessment timelines and other relevant materials. You are advised to regularly check your Course Site. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:

Assessment Task 1: 30%
Linked CLOs: 1, 2, 3, 5

Assessment Task 2: 30%
Linked CLOs: 1, 2, 3, 4, 5

Final Examination: 40%
Linked CLOs: 1, 2, 3, 4, 5

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.