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Topics include the introduction and application of buyer behaviour concepts to marketing decision making; consumer behaviour models; the identification of psychological variables which influence customer decision making; external factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.
Intended learning outcomes
- Through case studies spanning diverse product categories, you will have many opportunities to learn and apply Consumer Behaviour theories and concepts.
- Learn theories/concepts derived from other disciplines such as psychology and sociology, and will be guided into thinking like a Marketing Manager when applying this knowledge to solve Marketing problems.
- At the most basic level, you will begin to better understand yourself as a consumer
- This subject will introduce you to key consumer behaviour concepts, thus equipping you as current or future managers with the knowledge to make effective marketing decisions
- More broadly, you will learn to appreciate the relevance of consumer behaviour for marketers and policymakers, and organisations more generally.
High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information.
Moderate level of development: oral communication; receptiveness to alternative ideas; accessing data and other information from a range of sources.
Some level of development: use of computer software; statistical reasoning.
Last updated: 20 February 2024