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Consumers and Consumption (MKTG90008)

Graduate courseworkPoints: 12.5On Campus (Parkville)

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Overview

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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 and cultural 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: 12 November 2024