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Course Description

(Prerequisite: BUS205 - Marketing Management)

This course focuses on understanding and analysing buyer behaviour from a marketing manager's standpoint. It includes a broad survey of factors that drive consumers and organizations to select items, brands and specific products over others. It surveys various concepts, theories and analytical frameworks for explaining and analysing buyer purchase decisions and draws practical implications for marketing strategies. Students are expected to have developed a basic understanding of marketing concepts and principles. Case study concerning consumer and organizational buying behaviour is an essential part of this course.

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Lecturers
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Download Area 

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Course Description and Schedule

Students could access to the teaching notes in Moodle System.

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Announcement: Every term the instructor collects a lot of spare handouts (as some students have printed out by themselves already to prepare for the class; some students skip a few lessons then miss the time of getting the handouts; etc.). This is a huge waste of papers. This term for MKT201 no any paper handouts will be printed out for the students.  Students who have registered the course now could save the e-handouts from Moodle by themselves. A complete set of handouts are already available!

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Last Updated: 20 January 2012