First & Second Term, 2019-20
MKT3201 - Buyer Behaviour
How to Purchase Textbook:
BUS2205 - Marketing
or PSY2101 - Introduction
(Note: Students minor in Financial Services Marketing who have passed MKT2214 Marketing for Financial Services will be exempted from the prerequisite requirement of this course.)
This course examines the internal and external factors that influence buyer behaviour and the decision-making process. It surveys various concepts, theories and analytical frameworks for explaining and analysing buyer behaviour and draws practical implications for marketing strategies. Consumer case study analysis is an essential part of this course.
Course Outline and Schedule
could access to the teaching notes in Moodle system.