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Consumer Behaviour (BUSA90042)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable (login required)(opens in new window)
Contact information
Overview
| Availability(Quotas apply) | May |
|---|---|
| Fees | Look up fees |
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);
And be able to:
- 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: 31 January 2024
Eligibility and requirements
Prerequisites
Pre-requisite
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90480 | Leadership |
September (On Campus - Parkville)
April (On Campus - Parkville)
Summer Term (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
|
6.25 |
| BUSA90481 | Managerial Ethics & Business Environment |
April (On Campus - Parkville)
June (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
Summer Term (On Campus - Parkville)
|
6.25 |
| BUSA90060 | Data Analysis |
January (On Campus - Parkville)
July (On Campus - Parkville)
September (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90224 | Managing People |
April (On Campus - Parkville)
January (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
| BUSA90093 | Finance |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90193 | Managerial Economics |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90001 | Financial Accounting |
September (On Campus - Parkville)
April (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
| BUSA90243 | Marketing |
September (On Campus - Parkville)
July (On Campus - Parkville)
January (On Campus - Parkville)
April (On Campus - Parkville)
|
12.5 |
| BUSA90227 | Operations |
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
| BUSA90026 | Business Strategy |
April (On Campus - Parkville)
July (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
AND
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| BUSA90026 | Business Strategy |
April (On Campus - Parkville)
July (On Campus - Parkville)
April (On Campus - Parkville)
January (On Campus - Parkville)
|
12.5 |
| BUSA90227 | Operations |
April (On Campus - Parkville)
April (On Campus - Parkville)
September (On Campus - Parkville)
July (On Campus - Parkville)
|
12.5 |
AND
BUSA90026 or BUSA90227 can be done concurrently with the subject
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 31 January 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Attendance at lectures and workshops, instructor evaluation of contribution to class learning | Throughout the teaching period | 10% |
5 Syndicate case preparations and discussions
| Throughout the teaching period | 25% |
Syndicate Project proposal
| Week 2 | 10% |
Syndicate Project Presentation
| Week 5 | 15% |
Syndicate Project Report
| End of the teaching period | 40% |
Last updated: 31 January 2024
Quotas apply to this subject
Dates & times
- May
Mode of delivery On Campus (Parkville) Contact hours Total time commitment 170 hours Pre teaching start date 12 May 2024 Pre teaching requirements students are required to complete approximately 15 hours of readings to prepare for the subject during the pre-teaching period Teaching period 19 May 2024 to 16 June 2024 Last self-enrol date 4 February 2024 Census date 24 May 2024 Last date to withdraw without fail 31 May 2024 Assessment period ends 16 June 2024
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Additional delivery details
This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Subject notes
This subject is only available to students admitted to MC-BA, MC-BAPT, GD-MKTG, 294PN, or students with permission of the MBA course coordinator
- Related Handbook entries
This subject contributes to the following:
- Available to Study Abroad and/or Study Exchange Students
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 31 January 2024