On successful completion of this subject, students should be able to:

1. Illustrate how the different disciplines (psychology, anthropology, sociology and economics) explain the basis of buyer behaviour within both consumer and organisational contexts
2. Identify and evaluate how diverse cultural and social contexts influence interactions between organisational and consumer buyer behaviour.
3. Demonstrate how the activities between customer and organisational behaviour influence marketing strategies and options for value creation.

Overview of market behaviour
Organisational buying behaviour
Consumer Decision Making Processes
Creating value in different markets
Cultural, social and psychological influences
Economic Influences
Organisational influences
Building Relationships
Market Trends