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Consumer and industrial buyer behaviour theory, practice and models are examined and important influences on the behaviour of these markets explored, along with their implications for marketing.
The purpose of this course is to focus on why and how consumers make specific decisions and behave in certain ways – what motivates them, what captures their attention, and what retains their loyalty? This will provide insights into product, pricing, retail, advertising, and communication strategies.You are expected to take responsibility for your own learning by using the resources provided, especially reading the relevant sections of the text before lectures. Lectures will not necessarily cover all of the material within the text, and the lectures will not be limited to the text material.
Any 36 points in ECON, MGMT, MSCI, PSYC, SOCI or other social science approved by Head of Department of Management. RP: Prior or concurrent enrolment in (MGMT210 AND MGMT212) or MGMT202.
BSAD204
Prior or concurrent enrolment in (MGMT210 AND MGMT212) or MGMT202.
Tony Garry
Assael, Henry; Consumer behaviour ; 1st Asia-Pacific ed; John Wiley, 2007.
Text and readings to be advised.
Library portalLearn
Grading:Marks for the tests may be scaled before a final grade is determined. You should not necessarily regard 50% as a pass mark.Departmental Academic Policies If you want a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 372 of the Enrolment Handbook 2009 (also in UC Calendar under “General Course and Examination Regulations”).Coversheets - Group and Individual
Domestic fee $828.00
International fee $3,483.00
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .