Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

All marketing is based on understanding human psychology. Develop your understanding of marketing and customer behaviour. Understand what and who influences individual behaviour, and the behaviour of groups. Learn the methods for analysis of human behaviour. Learn how, as a marketer you can use that understanding to manage customer behaviour to achieve marketing objectives. Know how to develp behavioural interventions to achieve the goals of the organisation.

Upon completion of this unit students will be able to:

• Demonstrate knowledge of customer behaviour and its management.
• Analyse customer behaviour
• Identify appropriate behavioural interventions
• Apply this knowledge in an enterprise context to develop strategies to achieve the goals of the enterprise
• Work effectively in a team environment
  

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Generic Skills Outcomes:

• Teamwork skills
• Analysis skills
• Analysis and modelling skills
• Research skills
• Problem solving skills
• Project Management skills
• Communications skills
• Presentation skills
• Strategic Thinking skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Ability to engage in critical enquiry and discussion
  

Content:

• Marketing and human behaviour
• The diffusion and acceptance of new ideas, concepts and products
• Individual behaviour (influences, patterns and management)
• Formal-group behaviour - social entities (families, associations and businesses)
• Purchase decision process
• Behavioural clustering of individuals and social entities for understanding & management: Segments and classes
• Informal-group behaviour (crowds, audiences and social networks)
  

Reading Materials:

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