Course Title: Buyer Behaviour

Part A: Course Overview

Course Title: Buyer Behaviour

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG1339

City Campus

Undergraduate

650T Vocational Business Education

Face-to-Face

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

MKTG1361

Shanghai Uni of Int Bus & Econ

Undergraduate

650T Vocational Business Education

Face-to-Face

Offsh3 16

Course Coordinator: Laura DiPietro

Course Coordinator Phone: +61 9925

Course Coordinator Email: laura.dipietro@rmit.edu.au

Course Coordinator Location: Level 5, Bldg 80

Course Coordinator Availability: By email appointment


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


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: 40%
Linked CLOs: 2, 3, 4, 5

Assessment Task 2: 10%
Linked CLOs: 2, 4

Final Examination: 50%
Linked CLOs: 1, 4

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.