Not available in 2012
Previously offered in 2008, 2007, 2006, 2005, 2004
Focuses on the need to work with the customer to provide customer satisfaction for both consumers and business customers. The activities of the marketer in managing the customer relationship and critical issues throughout the pre-purchase consumption and post-purchase phases are presented. The issues expected to dominate future customer decision making and satisfaction are considered, for example, the impact of the international and electronic environments. Wherever appropriate, the content is international in its perspective.
The objectives of this course are to ensure that students can:
1. discuss theoretical and practical insight into factors which impact on consumer and business customers' consumption decisions
2. analyse the nature of consumer and business customers' decision-making processes in a variety of situations
3. explain the significance of providing satisfaction for customers throughout their decision making and post purchase activities
4. evaluate the development of marketing strategies to achieve customer satisfaction
5. discuss critical issues in managing customer relationships including the impact of international and electronic environments
The nature of decision making for both consumer and business customers in a variety of purchase and consumption situations, including the international and electronic environments
The impact of the competitive environment on the provision of goods and services to customers
Contemporary and traditional approaches to meeting customer needs and wants
Provision of alternative marketing strategies to create customer satisfaction
This course has been developed after consideration of current Bachelor of Management courses and advice from the external business community. The suite of courses capitalises on multi-disciplinary staff resources within the School of Business and Management, and complements courses offered by other Faculties.
Transition arrangements will be made to ensure that students transferring from current courses in the Bachelor of Management will not be disadvantaged, via maximum flexibility for credit transfer and special examination arrangements, where appropriate.
BUSN1600 The New Marketer
Modes of Delivery
Lecture: for 2 hour(s) per Week for Full Term
Tutorial: for 1 hour(s) per Week for Full Term