- Code MKTG2031
- Unit Value 6 units
- Offered by Research School of Management
- ANU College ANU College of Business and Economics
- Course subject Marketing
- Areas of interest Marketing
- Academic career UGRD
- Dr Toni Eagar
- Mode of delivery In Person
First Semester 2015
See Future Offerings
An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.
Upon successful completion, students will have the knowledge and skills to:
Upon successful completion of the requirements for this course, students will be able to:
1. Understand the three major influences on customer choice:
- the process of human decision making in a marketing context;
- the individual customers make up;
- the environment in which the customer is embedded;
2. Apply this understanding to marketing strategies of the supplier;
3. Develop the cognitive skills to enable the application of the above knowledge to marketing
decision making and activities
See the course outline on the College courses page. Outlines are uploaded as they become available.
Indicative AssessmentSee the course outline on the College courses page for the indicative assessment.
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At least three contact hours per week
Quester, P. et al (2014). Consumer Behaviour: Implications for marketing strategy, 7th Ed., McGraw Hill, North Ryde
Tuition fees are for the academic year indicated at the top of the page.
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- Student Contribution Band:
- Unit value:
- 6 units
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Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.
|Class start date
|Last day to enrol
|Class end date
|Mode Of Delivery
|16 Feb 2015
|06 Mar 2015
|31 Mar 2015
|29 May 2015