Consumer Behaviour
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.
2023 teaching periods
| Hawthorn Higher Ed. Semester 2 |
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|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
| Swinburne Online Teaching Period 2 |
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|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Corequisites
Aims and objectives
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
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Class | 2 | 12 | 24 |
Online Contact Directed Online Learning and Independent Learning | 1 | 12 | 12 |
Unspecified Learning Activities Independent Learning | 9.5 | 12 | 114 |
TOTAL | 150 hours |
Swinburne Online and OUA
Type | Hours per week | Number of Weeks | Total |
Online Contact Directed Online Learning and Independent Learning | 12.5 | 12 | 150 |
TOTAL | 150 hours |
Assessment
Reflection Portfolio (Individual) 20 - 30%
Examination (Individual) 30-50%
General skills outcomes
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• 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.