Buyer Behaviour

Unit Code:HBM220N

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One Teaching period	36 Hours per Semester	Hawthorn, Sarawak	Nil	HBM110N Fundamentals of Marketing

Credit Points

Duration

Contact Hours

Campus

Prerequisite

Corequisite

12.5 Credit Points

One Teaching period

36 Hours per Semester

Hawthorn, Sarawak

Nil

HBM110N Fundamentals of Marketing

Related Course/s:

A unit of study in the Bachelor of Commerce suite of programs.

Aims & Objectives:

This unit examines psychological, social and cultural aspects of consumers and the impact of marketing strategies on buyer attitudes, decision-making and behaviour. The unit is designed to assist you to build skills in understanding human behaviour, how to manage it and apply it in an enterprise context.

On completion of this unit students will be able to:

Generate consumer insights using the theoretical principles of human behaviour
Understand the relationship between buyer behaviour theories and marketing strategy
Apply theories of consumer decision making processes to marketing problems
Apply consumer behaviour principles in an ethical and environmentally sustainable manner
Communicate their thinking regarding these principles in a manner appropriate for a business and enterprise environment

Teaching Methods:

Lecture (2 hour), Tutorials (1 hours)

Assessment:

Group assignment 20%-40%;

Individual assignment 20%-40%;

Examination 30%-50%.

In order to achieve a pass in this unit, you must:

Satisfactorily complete all components of the individual and group assignments
Achieve a minimum of 50% in the final exam PLUS a total score of 50% or more.

If you do not pass the exam, your final mark will consist of the exam result and work done during the semester, but the maximum mark will not exceed 44.

Generic Skills Outcomes:

The graduate attributes which relate to this unit help to produce graduates who are:

Capable in their chosen professional, vocational or study areas
Entrepreneurial in contributing to innovation and development within their business, workplace or community
Effective and ethical in work and community situations
Adaptable and able to manage change
Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

Buyers, consumers and their behaviours
Influences on buyer behaviour
Consumer decision making processes
Theoretical principles of human behaviour
Ethical and environmental dilemmas in consumption behaviour
Behavioural economics

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.