Consumer Behaviour - Middlesex University London Home消费者行为-伦敦密德萨斯大学回家.docVIP

MKT2240 Buyer Behaviour Module Handbook 2007-2008 Module Leader: Dr Simon Manyiwa Contact details: email: s.manyiwa@mdx.ac.uk Office- G211 Tutor: Socrates Economou Contact details: email: s.economou@mdx.ac.uk Office- 2214 AIMS 2 Learning Outcomes 2 Knowledge 2 Skills 2 Syllabus 2 ASSESSEMNT SCHEME 3 Core Texts 3 STUDENTS ACCESS TO OASIS 4 TEACHING PROGRAMME 6 SEMINAR TOPICS (OVERVIEW) 8 SEMINAR ACTIVITIES 9 INDIVIDUAL COURSEWORK 15 Bibliography 18 Appendix: Example: - Standard of Coursework 19 INTRODUCTION 20 FAMILY PROFILE 21 ? Neighbourhood Profile (full description Figure 2.) 21 FINDINGS 21 Highlights of Findings from Observations and Interview 23 MARKETING IMPLICATIONS 24 SUMMARY 24 Sociocultural profile 25 Full neighbourhood profile 25 BIBLIOGRAPHY/ REFERENCES 26 Module Code MKT 2250 Module Title Buyer Behaviour Credit 30 Owning Subject Marketing Cross Accreditation to Pre-requisites AIMS The aim of this module is to enable students to learn factors that influence buyer behaviour in different contexts, such as buying for self, gift buying, buying on Internet, buyer behaviour in groups (eg households or families) and buying behaviour in organasations. Relevant theories of consumer and orgnisational behaviour will be explored and critiqued to gain insight into how and why buyers behave the way they often do. Students will be expected to learn elements of buyer behaviour, including product choice behaviour, habitual buyer behaviour, product retention, product disposal, and brand loyalt . Students will also be expected to relate theories of buyer behaviour to contemporary marketing. Learning Outcomes Knowledge On successful completion of this module, students should be able to: Explain the importance of individual (psychological) factors in consumer decision-making process Describe the role of socio-cultural factors in consumer behaviour Recognise how psychological and socio-cultural factors are often applied in contemporary mark