Subject details

At the completion of this subject students will be able to:

  1. interpret the complexities of consumer decision-making processes including the influence of situational, psychological and social factors
  2. assess your own and other’s personal consumption experiences with analysis around how consumer attitudes are formed, and opinions changed
  3. evaluate ethical practices and corporate social responsibility frameworks for their applicability to consumer and business buying behaviour across various marketplace scenarios
  4. develop marketing strategies based on consumer insights
  5. effectively demonstrate group collaboration and teamwork skills necessary for the delivery of marketing services and products fit for client needs.

  • Topics

    • Culture
    • Consumer decision making (Part 1)
    • Consumer decision making (Part 2)
    • Progressive Test
    • Perception and unconscious thought
    • Learning, memory and product positioning
    • The Self: mind, gender, and body
    • Attitudes and persuasive communications
    • Consumer ethics and misbehaviours
    • Flexible learning
    • Exam Revision and Closing Perspectives
    • Final Exam

  • Study resources

    • Instructional Methods

      • Standard Media
      • Online Quizzes/Tests
      • Online assignment submission
      • Web links
      • Podcasting/Lecture capture
      • Chat Rooms
      • Discussion forum/Discussion Board
      • Embedded Multimedia
      • Audio/Video conferencing

    • Online Materials

      • Printable format materials
      • Online Assessment
      • Resources and Links

In order to enrol in this subject, you must be accepted into one of the following degrees:

Core
  • CUR-MMK-MAS-2019
  • CUR-MMK-GDI-2019

Special requirements

No special requirements

This subject introduces the role of buyer behaviour and equips students with a comprehensive grounding in approaches to understanding consumer preferences, judgements, decision-making and buying behaviour. Specifically, it
integrates concepts and theories developed in the social sciences such as cognitive psychology, sociology, economics, anthropology and demography to explain and help predict consumption behaviour in both individuals and
organisations. Students will learn how to acquire and apply this knowledge to improve organisational strategy and success, in terms of developing marketing strategies, predicting buying behaviour and creating strategic initiative around
protecting consumers in the marketplace.

Please Note: If it’s your first time studying a Curtin University subject you’ll need to complete their compulsory ‘Academic Integrity Program’. It only takes two hours to complete online, and provides you with vital information about studying with Curtin University. The Academic Integrity Program is compulsory, so if it’s not completed your subject grades will be withheld.

Find out more about the Academic Integrity module.

  • Progressive Test (20%)
  • Brand Case Study Pitch and Report (60%)
  • Final Invigilated Exam (20%)

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 subject.

View textbooks

Related degrees

postgraduate CUR-MMK-MAS-2019

Master of Marketing

postgraduate CUR-MMK-GDI-2019

Graduate Diploma in Marketing