Consumer and Organisational Behaviour

Why does one consumer buy Brand X and another purchase Brand Y? Why do some consumers use coupons and others do not? Why will some people pay a higher price for ice cream purchased at a convenience store although others will only buy ice cream if it is on sale at a grocery store? These are all questions marketers seek answers to as they study consumer behaviour.

In this course, consumer behaviour is defined and reasons for purchasing studied. Students learn about the process of purchase, beginning with pre-purchase behaviour and ending with post-purchase behaviour. Students will understand how situational factors at the time and place of purchase can influence consumer behaviour. Students begin to think about how consumers' relationships with other people influence their decision-making process. Finally, the use of the internet to provide consumers with purchasing opportunities is studied.

In this course, students also learn about organisational behaviour. Because we are all consumers, most of us think about marketing in terms of business-to-consumer marketing. Although that is an important area in marketing, so is business-to-business marketing. In fact, the field of business-to-business marketing is much larger than consumer-based marketing. Students learn that the fortunes of business buyers and sellers can hang in the balance of a single transaction. Students will understand how marketers categorise businesses and other organisations to develop effective business marketing strategies. Business buying behaviour and the business buying decision process is also evaluated. Finally the important world of business-to-business e-commerce is explored.

By the end of this course you will be able to:

Define consumer behaviour and explain the reasons why consumers buy what they buy
Explain the pre-purchase, purchase and post-purchase activities that consumers engage in when making decisions
Describe how internal factors influence consumers' decision-making processes
Understand how situational factors at the time and place of purchase influence consumer behaviour
Describe how consumers' relationships with other people influence their decision-making processes
Understand how the internet offers consumers opportunities to participate in consumer-to-consumer marketing
Describe the general characteristics of business-to-business markets
Understand the characteristics of business-to-business demand
Understand and briefly describe the main types of business-to-business markets
Explain the business-buying situation and describe business buyers
Understand the stages in the business buying decision process.

Who Should Attend

This course is ideal for those who, are looking to get into a marketing role, manage or own a small business, or those want to improve their career prospects with additional qualifications this marketing.

Course Requirements

Completion of Year 12 or equivalent or relevant industry experience.
Sufficient language, literacy and numeracy skills to complete the course.
Basic computing literacy.

Qualification Obtained

All participants receive a Certificate of Participation.

This course is one of the steps leading to achievement of the Phoenix Academy Diploma of Business course unit, Marketing 500, which is in partial completion of the nationally recognised qualification: