consumer behaviour - middlesex university london home消费者行为-伦敦密德萨斯大学回家

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1、MKT2240BuyerBehaviourModuleHandbook2007-2008ModuleLeader:DrSimonManyiwaContactdetails:email:s.manyiwa@mdx.ac.ukOffice-G211Tutor:SocratesEconomouContactdetails:email:s.economou@mdx.ac.ukOffice-221426AIMS2LearningOutcomes2Knowledge2Skills2Syllabus2ASSESSE

2、MNTSCHEME3CoreTexts3STUDENTSACCESSTOOASIS4TEACHINGPROGRAMME6SEMINARTOPICS(OVERVIEW)8SEMINARACTIVITIES9INDIVIDUALCOURSEWORK15BIBLIOGRAPHY18APPENDIX:EXAMPLE:-STANDARDOFCOURSEWORK19INTRODUCTION20FAMILYPROFILE21·NEIGHBOURHOODPROFILE(FULLDESCRIPTIONFIGURE2.)

3、21FINDINGS21HIGHLIGHTSOFFINDINGSFROMOBSERVATIONSANDINTERVIEW23MARKETINGIMPLICATIONS24SUMMARY24Socioculturalprofile25FULLNEIGHBOURHOODPROFILE25BIBLIOGRAPHY/REFERENCES2626ModuleCodeMKT2250ModuleTitleBuyerBehaviourCredit30OwningSubjectMarketingCrossAccredi

4、tationtoPre-requisitesAIMSTheaimofthismoduleistoenablestudentstolearnfactorsthatinfluencebuyerbehaviourindifferentcontexts,suchasbuyingforself,giftbuying,buyingonInternet,buyerbehaviouringroups(eghouseholdsorfamilies)andbuyingbehaviourinorganasations.Re

5、levanttheoriesofconsumerandorgnisationalbehaviourwillbeexploredandcritiquedtogaininsightintohowandwhybuyersbehavethewaytheyoftendo.Studentswillbeexpectedtolearnelementsofbuyerbehaviour,includingproductchoicebehaviour,habitualbuyerbehaviour,productretent

6、ion,productdisposal,andbrandloyalt.Studentswillalsobeexpectedtorelatetheoriesofbuyerbehaviourtocontemporarymarketing.LearningOutcomesKnowledgeOnsuccessfulcompletionofthismodule,studentsshouldbeableto:·Explaintheimportanceofindividual(psychological)facto

7、rsinconsumerdecision-makingprocess·Describetheroleofsocio-culturalfactorsinconsumerbehaviour·Recognisehowpsychologicalandsocio-culturalfactorsareoftenappliedincontemporarymarketingpractices·Describehowbuyersmakedecisionswithinsocialgroups(egfamilies),go

8、vernementdepartments,andcommercialorganisations·ExplainthestrengthsandweaknessesofthedominanttheoriesofconsumerbehaviourandorganisationalbuyerbehaviourSkillsOncompletionofthismodule,studentsshouldbeableto:·Identfyandevaluatefacto