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Consumer Behaviour
Undergraduate | SWI-MKT20025 | 2020
Course information for 2020 intake
Investigate the field of cognition and the methods psychologists use to study performance. Sort through the contents of the mind and determine how they relate to human behaviour. Address how the brain deals with memory, language and problem-solving.
- Study method
- 100% online
- Assessments
- Subject may require attendance
- Entry requirements
- Prior study needed
- Duration
- 13 weeks
HECS-HELP and FEE-HELP available
Consumer Behaviour
About this subject
Students who successfully complete this subject will be able to:
Describe the psychological profiles of target consumers using the theoretical principles of human behaviour.
Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience.
Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour.
Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness.
Communicate professionally in a style appropriate for a business environment and context.
- Theoretical principles of human behaviour
- Psychological influences (needs, motivation, personality, self-concept, attitudes and perception) on consumer behaviour
- Segmentation
- Social influences (reference groups, social class, culture and sub-cultures) on consumer behaviour
- Consumer decision making processes
- Ethical, social and environmental dilemmas in consumption behaviour
- Innovation, diffusion and adoption among consumers and consumer groups (influencers)
- Impact of digital technologies on consumption behaviour
- The way social marketing can be used to influence behaviour for socially and environmentally favourable outcomes
This subject aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems.
- Report - Individual (20-30%)
- Reflection portfolio - Individual (30-40%)
- Final Examination - Individual (30-50%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
- SWI-MKT10007-Fundamentals of Marketing
- GRF-MKT103-Introduction to Marketing
MON-MAR11 (Not currently available)
SWI-MAR110 (Not currently available)
Equivalent subjects
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
SWI-MAR210 (Not currently available)
Others
or if applicable student may have completed AVA10004
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
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