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Advanced Consumer Behaviour (MKTG90023)
Graduate courseworkPoints: 12.5On Campus (Parkville)
Overview
| Availability | Semester 2 |
|---|---|
| Fees | Look up fees |
This subject is designed to provide a strong foundation in theories and research in the area of consumer behaviour. This will involve an examination and understanding of various topics in social sciences such as cognitive psychology, social psychology etc. and the application of these to understand consumer behaviours. We will cover various topics such as consumer processing of market information, how information is incorporated into decision-making, factors influencing decision-making, and major methodologies available for investigating consumer behaviours.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Examine the theoretical domains in consumer behaviour and related disciplines of psychology for use in studying consumer behaviour topics
- Critically evaluate key issues in consumer behaviour
- Describe past research which has led to the advancement of our understanding of consumer behaviours
- Conceptualise, formulate, and develop new research ideas to further our understanding of consumer behaviour
- Analyse the various methodologies used to understand consumer behaviour
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Reading, comprehending and critical evaluation of research articles published in various academic journals
- Integration, evaluation and synthesis of knowledge from various areas of consumer research and related disciplines
- Application of existing research methods in order to test hypotheses
- Oral and communication skills, through seminar discussions and presentations
- Written skills, developed through the assignments
Last updated: 8 November 2024