Consumer Insights - MARK6013

Faculty: Australian School of Business

School: School of Marketing

Course Outline: MARK6013 Course Outline

Campus: Kensington Campus

Career: Postgraduate

Units of Credit: 3

EFTSL: 0.06250 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Prerequisite: Enrolment in Graduate Certificate or Master of Marketing programs

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

Description

This course is designed to review theories of consumer behavior and provide an advanced-level treatment of qualitative research techniques. We look at ways to understand the psychology of consumption as well as the cultural dimension of consumption practices. We follow this review of consumer behavior theories with research methods that are typically covered in the front-end of market research projects, whose second-stage is a quantitative survey: focus groups, interviews, customer visits and ethnography and interpretive approaches.