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MKS2402: Consumer behaviour

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate – Unit

Refer to the specific census and withdrawal datesfor the semester(s) in which this unit is offered.

Faculty

Business and Economics

Coordinators(s)

Mrs Marlene Bogaards

Offered

South Africa

  • First semester 2018 (On-campus)
  • Term 4 2018 (On-campus)

Prerequisites

MKS1120 or MKG1120 or MKW1120 or MKC1200 or MKP1120.

Prohibitions

MKW2402, MKB2402, MKW2111, MKC2110, MKF2111, MKG2402, MKP2700, MKP2701.

Synopsis

This unit explores behavioural concepts and theories relating to consumer behaviour and the consumer decision making process. It will include a study of consumer behaviour influenced by individual socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and a consumers individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. An overview of organisational buying will be provided.

Outcomes

The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the basic concepts of consumer behaviour and describe how this knowledge can be used by marketers
  2. demonstrate the ability to segment markets using consumer behaviour concepts/constructs
  3. identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
  4. analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
  5. explain and apply marketing communication in relation to consumer behaviour.

Assessment

Within semester assessment: 50% + Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Mrs Marlene Bogaards

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