Consumer Behaviour

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


  • One Semester or equivalent
    This unit will be delivered on-line in Semester 2 2020.


Contact hours

  • 36 contact hours

2020 teaching periods


Higher Ed. Semester 2 HOL Study Period 4

3 Aug 20 - 1 Nov 20

8 Dec 20

Last self enrolment:
16 Aug 20

31 Aug 20

30 Nov 20 - 28 Feb 21

30 Mar 21

Last self enrolment:
13 Dec 20

21 Dec 20

More teaching periods

Swinburne Online

Teaching Period 3

2 Nov 20 - 7 Feb 21

2 Mar 21

Last self enrolment:
15 Nov 20

27 Nov 20



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 in a style appropriate for a business environment and context