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  3. Consumer Behaviour

Consumer Behaviour (MKTG20001)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Overview

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Semester 1
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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.

Generic skills

  • 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: 7 September 2024