Consumer Behaviour

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


  • 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.

2023 teaching periods


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

More teaching periods
Swinburne Online

Teaching Period 2

10 Jul 23 - 8 Oct 23

31 Oct 23

Last self enrolment:
23 Jul 23

4 Aug 23

Last withdraw without fail:
25 Aug 23



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