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Consumer Behaviour (BUSA90042)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeBUSA90042
Availability(Quotas apply)
FeesSubject EFTSL, Level, Discipline & Census Date

Current approaches to business emphasize the importance of adopting a consumer focus. At its essence, marketing—and business more broadly—is an attempt to influence consumer behaviour. This subject seeks to provide insights into consumer psychology as a basis for developing powerful consumer-influence tactics and marketing strategies.

While all of us are consumers, our intuitions about our own behaviour, as well as that of others, are often inaccurate. Understanding our consumers—or ourselves, as consumers—is no easy task. A solid understanding of cognitive and social psychology can offer insight beyond business acumen and help guide a plethora of business decisions.

In this course you will learn about fundamental theories and concepts in consumer psychology and about new research findings to enhance your understanding of how and why people choose, use, and evaluate goods and services the way they do.

Intended learning outcomes

Upon completion of this subject, students will be able to:

  • Critically analyse how and why consumers behave as they do in terms of:
    • affective and cognitive factors (e.g., attention, product knowledge, attitudes),
    • “behaviour” factors (e.g., rewards, punishments, vicarious learning),
    • environmental factors (e.g., physical situation, culture, subculture);
  • Evaluate marketing actions in terms of their psychological and behavioural influences on consumers;
  • Use consumer psychology concepts to inform marketing management decisions;
  • Conduct consumer research and use the insights derived from this research to create effective marketing tactics and strategies;
  • Work effectively in a team and to cogently present team work in a limited period of time;
  • Address the ethical issues that arise as a result of adopting a consumer-influence orientation.

Last updated: 3 April 2019