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Customer Behaviour and Management

Unit Code: HBM424

Duration	Contact Hours	Campus	Prerequisite	Corequisite
One teaching period	36 hours	Hawthorn	Nil	Nil

Credit Points: 12.5 Credit Points

Related Course/s:

A core unit of study in the following programs:
Master of Marketing

Master of Marketing *Global Leadership Program.

Master of Integrated Marketing

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:

Group or Individual One Case-based Assignment (20%-30%)

Individual One Practical-based Assignment (20%-30%)

Three Hour Exam (30%-40%)

Generic Skills Outcomes:

Study of this Unit will help students to develop the following Key Generic Skills:-

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.