Buyer Behaviour

RMIT University Vietnam

Course Description

  • Course Name

    Buyer Behaviour

  • Host University

    RMIT University Vietnam

  • Location

    Ho Chi Minh City, Vietnam

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    Pre-requisite Courses and Assumed Knowledge and Capabilities

    Co -requisite courses MKTG1025 Marketing Principles

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    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:

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


    Overview of Learning Activities

    In this course you will be encouraged to be an active learner. Your learning will be supported through various in-class and online activities comprising individual and group work. These may include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.


    Overview of Learning Resources

    Various learning resources are available online through MyRMIT StudiesBlackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.

    Resources are also available online through RMIT Library databases and other facilities. 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: 1, 2, 3, 4, 5

    Assessment Task 2: 10%
    Linked CLOs: 1, 2

    Final Examination: 50%
    Linked CLOs: 1, 2

    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.


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