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Consumer Behaviour (MKTG90008)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Year of offer2019
Subject levelGraduate coursework
Subject codeMKTG90008
Semester 1
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of information processing; the identification of psychological variables which influence customer decision making; social factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.

Intended learning outcomes

On successful completion of this subject, students should be able to:

  • Explain the concepts and models applied in consumer behaviour;
  • Describe and apply consumer behaviour concepts to marketing decision-making;
  • Evaluate the importance of understanding consumer behaviour;
  • Identify and apply the psychological and external variables that influence customer decisions;
  • Explain and analyse various consumer-related market research techniques;
  • Synthesise various theories and models of consumer behaviour and apply these notions to case studies; and
  • Critically evaluate the use of consumer behaviour techniques.

Generic skills

On successful completion of this subject, students should have improved the following generic skills:

  • Collaborative learning and teamwork, which should be developed through group work during tutorials and completing a collaborative, semester long assignment;
  • Problem solving and critical thinking, which should be fostered through the tutorial program that requires students to critically evaluate and apply theoretical material to real world case studies;
  • Oral and written communication, which should be developed through participation in the interactive tutorial program and completion of the assessment requirements;
  • Critical and strategic thinking;
  • Explanation of an argument or analysis logically;
  • Synthesis of different theories; and
  • Application of management theories to real world scenarios.

Last updated: 21 August 2019