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.

2024 teaching periods

Hawthorn

Higher Ed. Semester 1
Hawthorn

Higher Ed. Semester 2

Dates:
26 Feb 24 - 26 May 24

Results:
2 Jul 24

Last self enrolment:
10 Mar 24

Census:
31 Mar 24

Last withdraw without fail:
12 Apr 24

Dates:
29 Jul 24 - 27 Oct 24

Results:
3 Dec 24

Last self enrolment:
11 Aug 24

Census:
31 Aug 24

Last withdraw without fail:
13 Sep 24

More teaching periods
Swinburne Online

Teaching Period 1
Swinburne Online

Teaching Period 3

Dates:
11 Mar 24 - 9 Jun 24

Results:
2 Jul 24

Last self enrolment:
24 Mar 24

Census:
5 Apr 24

Last withdraw without fail:
26 Apr 24

Dates:
4 Nov 24 - 9 Feb 25

Results:
4 Mar 25

Last self enrolment:
17 Nov 24

Census:
29 Nov 24

Last withdraw without fail:
27 Dec 24


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