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Gold Coast
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Unit Summary

Unit type

UG Coursework Unit

Credit points

12

Unit aim

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

Topic 1: Introduction to consumer behaviour
Topic 2: Consumer research
Topic 3: The consumer decision process part 1
Topic 4: The consumer decision process part 2
Topic 5: Consumer perception, attitude
Topic 6: Consumer learning
Topic 7: Consumer motivation and personality
Topic 8: Culture, lifestyle and social class
Topic 9: Group influences and household structures
Topic 10: Consumerism and beyond consumption

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:
1 evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations
2 analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings
3 explain the relationship between consumer behaviour and consumption theory, and marketing practice
4 research the behaviour of consumers and apply findings to marketing practice.

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

  1. evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations
  2. analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings
  3. explain the relationship between consumer behaviour and consumption theory, and marketing practice
  4. research the behaviour of consumers and apply findings to marketing practice.

Prescribed texts

  • No prescribed texts.
Prescribed texts may change in future teaching periods.