• Semester 1 (External)

Pre-requisite: 55506

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.