Consumer Behaviour

MKT20025 12.5 Credit Points Hawthorn, Online, Sarawak Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent

Contact hours

  • 36 contact hours

On-campus unit delivery combines face-to-face and digital learning. For Online unit delivery, learning is conducted exclusively online.

2022 teaching periods

Hawthorn

HOL Study Period 4 Higher Ed. Semester 1

Dates:
29 Nov 21 - 27 Feb 22

Results:
29 Mar 22

Last self enrolment:
12 Dec 21

Census:
20 Dec 21

Last withdraw without fail:
14 Jan 22

Dates:
28 Feb 22 - 29 May 22

Results:
5 Jul 22

Last self enrolment:
13 Mar 22

Census:
31 Mar 22

Last withdraw without fail:
15 Apr 22

More teaching periods
Higher Ed. Semester 2

Dates:
1 Aug 22 - 30 Oct 22

Results:
6 Dec 22

Last self enrolment:
14 Aug 22

Census:
31 Aug 22

Last withdraw without fail:
16 Sep 22

Swinburne Online

Teaching Period 1 Teaching Period 3

Dates:
14 Mar 22 - 12 Jun 22

Results:
5 Jul 22

Last self enrolment:
27 Mar 22

Census:
8 Apr 22

Last withdraw without fail:
29 Apr 22

Dates:
7 Nov 22 - 5 Feb 23

Results:
28 Feb 23

Last self enrolment:
20 Nov 22

Census:
2 Dec 22

Last withdraw without fail:
23 Dec 22


Corequisites

Nil
 

Aims and objectives

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.
 
Students who successfully complete this unit will be able to:
 
1. Describe the psychological profiles of target consumers using the theoretical principles of human behaviour
2. Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience
3. Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour
4. Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness
5. Communicate professionally, individually or collaboratively, in a style appropriate for a business environment and context