Consumer and Buyer Behaviour
Gold Coast, Australia
Area of Study
Taught In English
Students must have successfully completed MKTG11-100 Marketing or equivalent prior to undertaking MKTG12-301.
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4.5 - 6
Hours & Credits
IntroductionMarketing is about anticipating and satisfying buyers' needs. Theories from psychology, sociology, economics and anthropology form the foundation of knowledge that enables marketeers to attract and please final consumers and organisational buyers alike.The aim of the buyer behaviour subject is to explore the processes that buyers use to learn about, choose, purchase, use, and evaluate goods and services.Learning Objectives1. Students will develop and demonstrate critical thinking through an understanding of the individual, environmental and marketer-controlled factors that affect consumer behaviour. This involves the identification of a target group of customers, the analysis of the factors that affect the different stages of their decision-making processes, and understanding how customer analysis affects marketing strategy.2. Students will develop and demonstrate leadership, initiative and teamwork by working within a group.3. Students will demonstrate effective verbal and written communication skills through the completion of written assignments, exams and an oral presentation within the semester.
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.