Details for MKT202 Consumer Behaviour

Understanding consumer behaviour is pivotal for crafting effective marketing strategies. This subject delves into the psychological, social, and cultural factors that influence buying decisions, equipping students with the ability to analyse and make predictions on consumer actions. Through exploring key theories and frameworks, students will learn to apply this knowledge to real-world marketing decisions.

Quick Stats

• Currently offered by Alphacrucis: Yes
• Course code: MKT202
• Credit points: 10

Subject Coordinator

Prerequisite

The following courses are prerequisites:

• At least 40 credit points, including MKT101—Foundations of Marketing

Unit Content

Outcomes

1. Examine the key theories, frameworks and concepts of consumer behavior, and describe the implications of these for marketing;
2. Discuss and analyse the behaviour of individual consumers. This includes: psychological factors; social factors & cultural factors.
3. Apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts.

Subject Content

This course may be offered in the following formats

• Face-to-Face (onsite)
• Distance/E-Learning (online)
• Intensive (One week: 7 hours per day for 5 days = 35 class hours + approx 95 hours out of class time for research, writing, exam preparation and execution, ancillary activities associated with completion of assigned tasks.)

Please check the timetable to see when this subject will next be offered at Alphacrucis University College.

Assessment Methods

• Exam (30%)
• Forum Postings (20%)
• Group Presentation (50%)