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UNIT OF STUDY GUIDE

VICTORIA UNIVERSITY

FACULTY OF BUSINESS & LAW, SCHOOL OF HOSPITALITY, TOURISM & MARKETING

|YEAR/SEMESTER | |2012 Semester 2 | |UNIT TITLE | |Consumer Behaviour | |UNIT CODE | |BHO2434 | |PRE-REQUISITES | |BHO1171 Introduction to Marketing | |CREDIT POINTS | |12 | |MODE OF DELIVERY | |On-campus | |UNIT COORDINATOR |NAME |Dr Gavin Lees | | |EMAIL |Gavin.Lees@vu.edu.au | | |PHONE |99194070 | |OTHER TEACHING STAFF |NAME | Dr Sam Toglaw | | |EMAIL |s.toglaw@ack.edu.kw | | | |Dieter Thom | | | |d.thom@ack.edu.kw | |LECTURE TIME & LOCATION | | |

DESCRIPTOR

The aim of the unit is to provide a detailed study of consumer buying behaviour – both cognitive and behavioural, purchasing processes and the factors which influence them. Questions include: characteristics of individuals, groups and organisations and their influence on purchasing and consumer behaviour; market structures, double jeopardy and duplication of purchase.

Rationale: Changing technology is offering consumers and organisations increased choices in the ways they can buy goods and services. How, when, where and why do people buy a product, a brand? Consumer behaviour seeks to find the order in this seeming complexity.

Subject description:
Students explore the range of influences on individuals which affect their choices of brands, of goods and services as well as looking at market structures and the influences on them.

Subject Aims:
The aim of the subject is to provide a detailed study of consumer purchasing processes and the factors that influence them.

LEARNING OUTCOMES

1. Assess the relationship between the concepts of behaviour and attitudes, and examine their application to consumer behaviour. 2. Discriminate between the cognitive and behavioural theories of consumer behaviour. 3. Explain the forces underlying major consumer trends.

4. Identify patterns of purchasing behaviour based on the behavioural models of the Double Jeopardy Effect and the Duplication of Purchase Law. 5. Apply the cognitive frameworks and behaviourist patterns of purchasing behaviour to real-life consumer behaviour situations. 6. Evaluate marketing strategies by taking into account the alternative theories of consumer behaviour.

LEARNING IN THE WORK PLACE (Not currently for this Unit)

TEACHING & LEARNING STRATEGIES

This Unit of Study will be delivered as a 2 hour lecture and 1 hour tutorial per week. It is expected that...
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