Postgraduate | TAS-BMA604 | 2023
- Study method
- 100% online
- Subject may require attendance
- Entry requirements
- Part of a degree
- 14 weeks
- 20 Feb 2023,
- 10 July 2023
About this subject
Upon completion of this subject, the student should be able to:
- Explain consumer decision-making behaviour theories and concepts.
- Critically evaluate marketing actions and strategies in relation to consumer decision-making.
- Analyse the role of sustainable and non-sustainable consumer behaviour in marketing.
- Week 1 - Introduction to consumer behaviour
- Week 2 - Decision Making Process 1
- Week 3 - Decision Making Process 2
- Week 4 - Decision Making Process 3
- Week 5 - Motivation, Ability and opportunity
- Week 6 - Perception
- Week 7 - Memory and Knowledge
- Week 8 - Attitudes and Persuasion
- Week 9 - Social Influences
- Week 10 - Consumer Diversity
- Week 11 - External and Internal Influences
- Week 12 - Symbolic Consumer Behaviour
- Week 13 - Contemporary Issues in Consumer Behaviour
For marketers, understanding how buyers and consumers behave is an integral part of correctly identifying their needs, and developing effective marketing strategies. Buyers often go through decision-making processes before making a purchase or making a decision to continue to buy and to consume a product or service. Thus, consumer decision-making, and the popular use of the term consumer behaviour, refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs. The focus of this subject is on developing students knowledge of consumer decision-making processes and the factors that influence consumers decisions, purchases and consumption of products and services. The subject will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The subject will develop students theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers behaviour. The subject will help students to identify what stimuli marketers can use to influence consumers decision-making, purchase and consumption.
- Assessment 3: Final Exam (35%)
- Assessment 1: Presentation and Quiz (20%)
- Assignment (45%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
- TAS-MMK-MAS-2023 - Master of Marketing Management
- TAS-BHI-GCE-2023 - Graduate Certificate in Behavioural Insights
- TAS-MKT-GCE-2023 - Graduate Certificate in Marketing
- TAS-MKT-GDI-2023 - Graduate Diploma in Marketing
- TAS-FIN-MAS-2023 - Master of Finance
- OUA-PSU-GCE-2023 - Postgraduate Single Subjects
- TAS-SCM-GDI-2023 - Graduate Diploma of Strategic Communication
You must either have successfully completed the following subject(s) before starting this subject, or enrol in the following subject(s) to study at the same time or prior to this subject:
- Other requirements - Introduction Lecture: 1hr, once in a term. Weekly recorded lecture: 1hr, 13 weeks
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.
Once you’ve completed this subject it can be credited towards one of the following degrees