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Change to Existing Course Proposal

Faculty of Business & Law


Consumer and Organisational Buyer Behaviour

Date of Report: 8 June 2006

Change ID:CC0000000000410 Status: Assigned


Functional Area Assigned To Section
Secretariat Education Committee of Academic Board

Course Name Host Faculty


Consumer and Organisational Buyer Behaviour Faculty of Business & Law
Subject Area Host School
MRKT Marketing
Catalogue Number Faculty Contact Name
20021 John Jackson
Phone Number
9669

1. Date for Implementing Change to the Course


Term 3 Year 2006
2.Term Offered

3.Program Level
Postgraduate
4.Units of Credit
8
5.Where Course is Offered in Program (eg. Plans, Specialisations)

6.Existing Approved Requirement

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Change to Existing Course Proposal
Faculty of Business & Law
Consumer and Organisational Buyer Behaviour

Date of Report: 8 June 2006

Change ID:CC0000000000410 Status: Assigned


Functional Area Assigned To Section
Secretariat Education Committee of Academic Board

Course Synopsis:

While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in
certain ways and make specific buying and consumption decisions - what drives us to study, to our choice of car, to body art or even
to socially undesirable behaviours such as compulsive gambling? What of the organisational buyer who purchases for business rather
than for personal consumption - are different combinations of forces driving their decision? Are our decisions impacted by internal
drives within ourselves or by forces in our external environment such as family and culture. In reality it is often a combination of
these influences, thus it is important to understand not only where those influences are coming from, but also how they interact with
each other to result in a consumer decision. To facilitate thorough understanding, students are exposed to models and frameworks of
consumer decision-making and the effects that various individuals and externnal influences

Course Objectives:

On successful completion of this course, you should be able to:

1. Discuss and evaluate how consumer behaviour principles can be used as a conceptual framework to help managers understand and
solve marketing problems

2. Evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and personality
on the behaviour of customers

3. Discuss the role of emotion in purchase behaviour

4. Evaluate the influence of market characteristics and market context factors such as reference groups and social class on the
behaviour of consumers

5. Apply models of consumer decision making to specific examples of consumer behaviour

6. Understand the contribution of Buyer Behaviour theory to organisational and government buying situations

7. Analyse the differences between individual, household and organisational buying behaviour and decision processes

8. Analyse trends in buyer behaviour theory, research and applications

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Change to Existing Course Proposal
Faculty of Business & Law
Consumer and Organisational Buyer Behaviour

Date of Report: 8 June 2006

Change ID:CC0000000000410 Status: Assigned


Functional Area Assigned To Section
Secretariat Education Committee of Academic Board

7.Proposed Change
Course Objectives:

On successful completion of this course, you should be able to:

1. Discuss and critically evaluate how consumer behaviour principles can be used as a conceptual framework to help managers
understand and solve marketing problems

2. Critically evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and
personality on the behaviour of customers

3. Probe the role of emotion in purchase behaviour

4. Critically evaluate the influence of market characteristics and market context factors such as reference groups and social class on
the behaviour of consumers

5. Assess the distinctive contribution of Buyer Behaviour theory to organisational and government buying situations

6. Critically analyse the differences between individual, household and organisational buying behaviour and decision processes

7. Critically analyse the main trends in buyer behaviour theory, research and applications

8. Suitably apply models of consumer decission making to specific examples of consumer behaviour
8.Justify the Proposed Change

9.Graduate Attributes (Identify any changes)

10.Statement of Accreditation, where applicable. If the Course is a component of an accredited Program state what steps
have been taken to ensure accreditation status of the Program is maintained

11.Professional Accreditation

12.Name of Professional Body

13.Issues

14.Updated Handbook Synopsis


Course Objectives:

While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in
certain ways and make specific buying and consumption decisions - what drives us to study, to our choice of car, to body art or even
to socially undesirable behaviours such as compulsive gambling? What of the organisational buyer who purchases for business rather
than for personal consumption - are different combinations of forces driving their decision? Are our decisions impacted by internal
drives within ourselves or by forces in our external environment such as family and culture. In reality it is often a combination of these
influences, thus it is important to understand not only where those influences are coming from, but also how they interact with each
other to result in a consumer decision. To facilitate thorough understanding, students are exposed to models and frameworks of
consumer decision-making and the effects that various individuals and exteernal influences exert.

3 of 4
Change to Existing Course Proposal
Faculty of Business & Law
Consumer and Organisational Buyer Behaviour

Date of Report: 8 June 2006

Change ID:CC0000000000410 Status: Assigned


Functional Area Assigned To Section
Secretariat Education Committee of Academic Board

Date Approved
Faculty Approvals
Planning & Development Committee
Education Committee 2/05/2006
Dean 2/05/2006

Date Approved
Resource Divisions Approvals
Director, Division of Teaching & Learning Services 25/05/2006

Director, Information Technology Division 29/05/2006

Director, Division of Library Services 22/05/2006

Date Approved
Program Review Group Approval
Program Review Group 26/05/2006

Date Approved
University Approvals
Education Committee of Academic Board
Executive of Academic Board
Academic Board

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