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Unit of Study MRKT2001 - Consumer Behaviour (2023)

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Unit Snapshot

  • Enrolment information

    N/A

Unit description

Provides a student with knowledge of how consumers make decisions including what is consumed, how this effects our self and social identity, and what this means for marketing practitioners, public policy makers and consumers themselves. Decision making processes frame this unit and these are explained via the lenses of psychology, sociology and business theory.

Unit content

Module 1: Introduction to Consumer Behaviour and Consumer Research

Module 2: Consumer Decision Making Process

Module 3: Motivation, Perception and Personality

Module 4: Attitude, Learning and Memory

Module 5: Consumer behaviour, culture and social influences

Module 6: Innovations, Ethics and Social Responsibility

Availabilities

Location Domestic International
Melbourne N/A
Term1
Online
Term1
N/A
Papua New Guinea - IBSU Port Moresby N/A
Term1
Perth N/A
Term1
Sydney N/A
Term1

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations

analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings

explain the relationship between consumer behaviour and consumption theory, and marketing practice

research the behaviour of consumers and apply findings to marketing practice.

Prescribed learning resources

Prescribed Texts
  • Hoyer, WD, MacInnis, DJ, Pieters, R, Chan, E, Northey, G, 2020, Consumer Behaviour: Asia Pacific Edition, 2nd edn, Cengage Learning, Great Britain. ISBN: ISBN-10: 0170439976, ISBN-13: 9780170439978.
Prescribed Resources/Equipment
  • No prescribed resources/equipment.

Prescribed Learning Resources may change in future Teaching Periods.