Buyer Behaviour
Unit code: HBM220N
| Credit points | 12.5 Credit Points |
| Duration | One Teaching period |
| Contact hours | 36 Hours per Semester |
| Campus | Hawthorn, Sarawak |
| Prerequisites | |
| Corequisites | Nil |
Related course(s)
A unit of study in the Bachelor of Commerce suite of programs.
Aims and 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
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)
