MKT510 - Customer Behaviour, Purchases & Organizational Cultural, Factors - Management Assignment Help

Assignment Task -                 
 

Subject Overview 

Abstract 

To make strategic marketing decisions, organisations need to understand the individual, social, organisational and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. The topics draw on concepts derived primarily from psychology and sociology topics, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. These various theoretical concepts are applied and integrated with regard to market segmentation, positioning and implementation of marketing strategies. 

Learning outcomes 

• be able to analyse the buyer decision process and critique effects of situational influences on consumer purchases; 

• be able to compare and contrast consumers and organisations in terms of their markets and buying behaviour; 

• be able to critically examine the stages of information processing and the internal factors that influence each stage in relation to consumer behaviour; 

• be able to evaluate a variety of external factors and their influence on consumer behaviour; and 

• be able to assess key trends and issues facing consumers today and describe the potential effects on current marketing strategies. 

Subject content 

Information regarding the subject’s content is outlined in the above schedule and closely follows the chapters in the prescribed text. Recommended readings and other resources will be posted on the Interact 2 site. 

Step 1: Over the first three weeks of session make two posts to the Assessment 1 Blog (300 words each post max) (first post required by week 2). 

For each post you need to include three things: 

1) Provide a contemporary example that shows an aspect of consumer behaviour theory being used in practice. 

One post should look at a situational influence, the other can look at any of the consumer behaviour theory covered in Topics 1-4. 

2) Explain how the example illustrates the relevant area of consumer behaviour theory. 

One post should look at a situational influence, the other can look at any of the consumer behaviour theory covered in Topics 1-4. You must reference the sources that you use. 

The example may be a video, news article, journal article, print advertisement, podcast etc. Each post should discuss a different area of theory.

Step 2: Over the first three weeks of the session respond to two of the posts on the Assessment 1 Blog (300 words each, max).

For each response you need to include two things: 

1. Identify a post of interest by one of your peers and respond to their discussion question (referencing the theory they have used in their post). 

2. In your response, address the theory and its application in the example they provided and consider this critically using your knowledge of the theory. 

Note: again you need to reference any sources that you use.

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