Consumer Insights - MARK6013
Faculty: Australian School of Business
School: School of Marketing
Course Outline: MARK6013 Course Outline
Campus: Sydney
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
View course information for previous years.
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.
Study Levels
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