PDBM - Buying Behaviour

Module Intended Learning Outcomes:

On completion of the module, learners are expected to be able to:

1. dentify the types of consumer buying decisions and discuss the significance of consumer involvement;

2. explain the role and impact of individual, psychological, social and cultural factors in consumer decision-making and buying behaviour; and

3. apply consumer behaviour concepts to the strategic process of market segmentation, and to the decision related to setting target markets, positioning and marketing mix.

Learning Contents:

1. Introduction to consumer behaviour
2. Environmental Influences on consumer behaviour
3. Individual determinants of consumer behaviour
4. Information processing
5. Consumer decision making process
6. Consumerism
7. Influencing consumer behaviour
8. Cross-cultural aspects of consumer behaviour
9. Organisational-buyer behavior

Entry Requirements:

• Five HKDSE subjects at Level 2 or above, including English and Chinese Languages with 2 or more years' relevant full-time work experience; or 
• Five HKCEE subjects at Grade E/Level 2 or above, including English* and Chinese Languages with 3 or more years' relevant full-time work experience; or 
• Completion of a QF Level 3 programme that is deemed acceptable to the respective Programme Committee; or 
• Relevant Recognition of Prior Learning (RPL) qualification(s) at QF Level 3 or above AND a pass in an admission interview; or 
• Other relevant verifiable prior learning and/or work experience that is/are deemed appropriate by respective Programme Committee AND a pass in an admission interview.

Continuing Education Fund

• This course has been included in the list of reimbursable courses under the Continuing Education Fund. The mother course (Professional Diploma in Business Management) of this module is recognised under the Qualifications Framework (QF Level 4)
• CEF Course Code: 33Z137562
• Reimbursement requirements: Eligible applicants can apply for fee reimbursement upon successful completion of each CEF reimbursable course, i.e. (i) met the minimum attendance requirement of 70% AND (ii) attained at least 40% of both overall Continuous Assessment and End-of-Module Assessment marks AND (iii) attained an overall mark of 50% or above. For details, please visit CEF Website at https://www.wfsfaa.gov.hk/cef .