Part A: Course Overview
Course Title: Buyer Behaviour (Diploma/Associate Degree)
Credit Points: 12.00
Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1339 |
City Campus |
Undergraduate |
525T Business & Enterprise |
Face-to-Face |
Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 1 2024, Sem 2 2024 |
MKTG1339 |
City Campus |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
Sem 2 2013, Sem 1 2014, Sem 2 2014, Sem 2 2017, Sem 1 2018, Sem 2 2018, Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021 |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
Offsh3 17 |
Flexible Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
525T Business & Enterprise |
Face-to-Face |
OFFSe22022 (CD2) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
525T Business & Enterprise |
Face-to-Face |
OFFSe22023 (CD2) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
525T Business & Enterprise |
Face-to-Face |
OFFSe22024 (CD2) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
OFFSe22018 (All) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
OFFSe22019 (CD2) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
OFFSe22020 (CD2) |
MKTG1361 |
Shanghai Uni of Int Bus & Econ |
Undergraduate |
650T Vocational Business Education |
Face-to-Face |
OFFSe22021 (All) |
Course Coordinator: Vanessa Brancatisano
Course Coordinator Phone: +61 3 9925 1494
Course Coordinator Email: vanessa.brancatisano@rmit.edu.au
Course Coordinator Location: Level 5, Bldg 80
Course Coordinator Availability: By email appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
This course is the designated Work Integrated Learning (WIL) course within the Associate Degree in Business. This course introduces the theory of buyer behaviour and relates it to the practice of strategic marketing decisions. The models of buyer behaviour and related theories drawn from psychology, anthropology, social and behavioural sciences are taught with particular emphasis on the consumer decision-making process. The course covers why individuals make certain purchasing decisions; what products and services they buy; how they buy them; the frequency with which they buy them; and the decision process in these situations.
Objectives/Learning Outcomes/Capability Development
This course contributes to the following Program Learning Outcomes for the AD029 Associate Degree in Business :
PLO1: Explain your role as a local, national and global citizen and be able to apply these perspectives in a range of business contexts.
PLO2: Incorporate business knowledge, social intelligence and ethical decision-making in ways that are inclusive and culturally-appropriate to produce outcomes that are sustainable and fair.
PLO3: Assess challenges and formulate innovative solutions in real-world contexts.
PLO4: Reflect on and continuously progress your own professional development, enhancing your intellectual agility and adaptability as tools for success in ever-changing business contexts.
PLO5: Interpret and articulate technical and conceptual business knowledge that is both contemporary and interdisciplinary.
On successful completion of this course you will be able to:
- Construct, assess and devise marketing strategies drawing on theories of buyer behaviour in consumer markets.
- Analyse the role of the consumer as a communicator, a purchaser, a user, and a disposer to understand consumer decision-making processes.
- Solve consumer research problems within a diverse range of consumption practices to inform marketing decisions.
- Develop reports that critically analyse consumer research data and provide recommendations.
- Collaborate and communicate effectively with marketing professionals and other colleagues to manage and support projects.
Overview of Learning Activities
You will work through different applications of consumer behaviour and recognise its importance in marketing strategy development. Learning activities may involve group discussions relating to current affairs relevant to buyer behaviour, debates, case studies, project questions, presentations, and research projects.
The ONUS is on the student to be well prepared for classes in order to gain the greatest benefit by ensuring they are up to date on readings. Students are expected to contribute to discussions in class.
Overview of Learning Resources
Various learning resources are available online through MyRMIT Studies\Canvas. The lecture notes and workshop notes are posted on Canvas.
Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.
Additional resources and/or sources to assist your learning will be identified by your course coordinator and will be made available to you as required during the teaching period.
Overview of Assessment
The assessment tasks, their weighting and the course learning outcomes to which they are aligned are as follows:
Assessment Task 1: Target Market Analysis & Strategy (WIL)- 30% Group Research Newsvideo Linked CLOs: 1, 2, 3, 5 Assessment Task 2: Effectiveness Analysis & Execution (WIL)- 30% Group Task Linked CLOs: 1, 2, 3, 4, 5 Assessment Task 3: Final Online Assessment- 40%- Individual Theory Test Linked CLOs: 1, 2, 3, 4, 5Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.