Consumer Behaviour - 2016

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP2 , SP4
  • Availability for 2017: SP2 , SP4
  • Assessment: Invigilated Exam - (40-60%) , Report1 - (20-30%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

Consumer behaviour is one of the major considerations for businesses in designing and delivering successful products and services. In this unit, students will examine how businesses do this, by looking into psychological, social, and cultural aspects of consumers and the impact of marketing strategies on buyer attitudes, decision-making, and behaviour. Based on engaging, interactive lectures and tutorials, students will build their marketing knowledge by applying theory into practical, realistic contexts. To help students to do this, students will build skills in understanding human behaviour, and students will work individually and in teams to develop innovative solutions to business problems in creative, interesting ways.

On successful completion of this unit, students will be able to:

  1. Describe and apply insights of consumers using the theoretical principles of human behavior
  2. Analyze the relationship between psychological and social drivers behind consumer behavior and marketing
  3. Classify and evaluate theories of the consumer decision-making processes
  4. Apply consumer behavior principles in a variety of contexts, and in an ethical manner
  5. Communicate their thinking regarding these principles in a style appropriate for a business environment individually and in teams
  • Invigilated Exam — (40-60%)
  • Report1 — (20-30%)
  • Report2 — Group (20-30%)
For more information on invigilated exams see Exams and results

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • MAR210 — Marketing Behaviour

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Theoretical Principles of Human Behaviour
2Social Influences on Buyer Behaviour
3The Formation and Influence of Consumer Behaviour
4Cultural and Subcultural Influences on Behaviour
5Consumer Decision Making Processes, Including the Family Unit
6Issues of Social Class on How Consumers Perceive Themselves and Others
7Ethical and Environmental Dilemmas in Consumer Behaviour
8Economic Issues and their Impact on Behaviour
9Innovation, Diffusion and Adoption Among Consumers and Consumer Groups
10Impact of Social Media on Consumption Behaviour

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • CB7 (with CourseMate and Career Transitions 2.0, 1


    ISBN: 9781305403222


    Supplier:Go to The Co-op Bookshop

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