MKT8001 Buyer Behaviour
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at <http://www.usq.edu.au/ict/students/standards/default.htm>.
This course will take an integrated approach to buyer behaviour focusing on how the psychological and behavioural concepts can be used to develop and evaluate marketing strategies. This course will begin with an overview and critique of the basic organisational and consumer decision processes which will be followed by a detailed examination of the process phases and factors that may impact each phase. At each stage the processes will be considered in terms of their relevance for the development and implementation of effective marketing strategies. The course will conclude with an examination of the social, ethical and legal ramifications of the buyer behaviour process in the development of marketing strategy, and will also include detailed review of value chain analysis, loyalty and branding issues for organisations.