Enrolments for 2021 have closed.
Consumer Decision-Making
Postgraduate | TAS-BMA604 | 2021
Course information for 2021 intake View information for 2024 course intake
- Study method
- 100% online
- Assessments
- Subject may require attendance
- Entry requirements
- Part of a degree
- Duration
- 12 weeks
FEE-HELP available
Consumer Decision-Making
About this subject
Upon completion of this subject, the student should be able to:
- Explain theories and concepts of consumer decision-making and behaviour.
- Critically evaluate marketing actions and strategies in relation to consumer decision-making.
- Discuss and analyse the role of consumer behaviour and consumer research in marketing.
- Introduction to consumer behaviour
- Decision-Making Process 1
- Motivation, Ability and Opportunity
- Perception
- Memory and Knowledge
- Attitudes and Persuasion
- Social Influences
- Consumer Diversity
- External and Internal Influences
- Symbolic Consumer Behaviour
- 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 unit 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 unit will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The unit will develop students theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers behaviour. The unit will help students to identify what stimuli marketers can use to influence consumers decision-making, purchase and consumption.
- Final Exam (35%)
- Workshop (20%)
- Assignment (45%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
To enrol in this subject, you must be admitted into a degree.
Others
Available as "Open Access" with the requirement of a Bachelors degree.
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.