1. Handbook
  2. Subjects
  3. Consumer Behaviour

Consumer Behaviour (MKTG20001)

Undergraduate level 2Points: 12.5On Campus (Parkville)

You’re viewing the 2025 Handbook:
Or view archived Handbooks

Overview

Availability
Semester 2
FeesLook up fees

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

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

  • 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; and
  • More broadly, you will learn to appreciate the relevance of consumer behaviour for marketers and policymakers, and organisations more generally.

Generic skills

On successful completion of this subject, students should have improved the following 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: 9 February 2025