• Semester 1 (External)

Synopsis

This  unit  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 unit  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 unit will conclude with an examination  of
the  social,  ethical and legal ramifications of the buyer  behaviour
process in the development of marketing strategy.