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Subject details

Students who successfully complete this subject will be able to:

  1. Describe and apply insights of target consumers using the theoretical principles of human behaviour to evaluate, purchase, use and dispose of goods and services
  2. Analyse the relationship between psychological and social drivers behind consumer behaviour and marketing
  3. Classify and evaluate theories of the consumer decision-making processes
  4. Apply consumer behaviour 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.
    • Theoretical Principles of Human Behaviour
    • Social Influences on Buyer Behaviour
    • The Formation and Influence of Consumer Behaviour
    • Cultural and Subcultural Influences on Behaviour
    • Consumer Decision Making Processes, Including the Family Unit
    • Issues of Social Class on How Consumers Perceive Themselves and Others
    • Ethical and Environmental Dilemmas in Consumer Behaviour
    • Economic Issues and their Impact on Behaviour
    • Innovation, Diffusion and Adoption Among Consumers and Consumer Groups
    • Impact of Social Media on Consumption Behaviour
  • Study resources

    • Print materials

      • Welcome letter
    • Online materials

      • Printable format materials

Equivalent subjects

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

  • SWI-MAR210

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

SWI-MKT10007-Fundamentals of Marketing , or GRF-MKT103-Introduction to Marketing , or MON-MAR11, or SWI-MAR110


MKT10007 Fundamentals of Marketing or AVA10004.

Special requirements

No special requirements

The aim of this subject is for students to build their knowledge on consumer behaviour theories and concepts through engaging, interactive lectures and tutorials,. These concepts include the internal or psychological influences (needs, motivations, perception, learning and attitudes) and the external influences (family, social class, culture and subcultures). Also, concepts relating to the diffusion and adoption of innovation, societal marketing and cooperate social responsibilities are also included. Students will apply these knowledge into practical, realistic contexts. Students will work individually and in teams to develop innovative solutions to business decisions and problems in creative, interesting manners.

  • Invigilated Exam — Individual (40-60%)
  • Report 1 — Group (20-30%)
  • Report 2 — Individual (20-30%)

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

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