Overview

This unit aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems

Requisites

Prerequisites
MKT10009 Marketing and the Consumer Experience

Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Describe the psychological profiles of target consumers using the theoretical principles of human behaviour
  • Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience
  • Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour
  • Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness
  • Communicate professionally, individually or collaboratively, in a style appropriate for a business environment and context

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On Campus 
Class
2.00  12 weeks  24
Online
Lecture (asynchronous)
1.00  12 weeks  12
Unspecified Activities 
Independent Learning
9.50  12 weeks  114
TOTAL     150

Swinburne Online 

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
PresentationIndividual/Group 20 - 30% 2,3,5 
ReflectionIndividual 30 - 40% 1,2,4 
ReportIndividual 30 - 50% 1,3,4,5 

Content

  • Theoretical principles of human behaviour
  • Psychological influences (needs, motivation, personality, self-concept, attitudes and perception) on consumer behaviour
  • Segmentation
  • Social influences (reference groups, social class, culture and sub-cultures) on consumer behaviour
  • Consumer decision making processes
  • Ethical, social and environmental dilemmas in consumption behaviour
  • Innovation, diffusion and adoption among consumers and consumer groups (influencers)
  • Impact of digital technologies on consumption behaviour
  • The way social marketing can be used to influence behaviour for socially and environmentally favourable outcomes

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.