Consumer Behaviour

MKT60012 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students

Duration

  • One Semester

Contact hours

  • 36 hours

On-campus unit delivery combines face-to-face and digital learning.

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


Aims and objectives

All marketing is based on understanding human psychology and sociology. Consumer behaviour is a central, binding link in the discipline of marketing. As part of this unit, students will develop an understanding of marketing and consumer behaviour. Understand what and who influences individual behaviour, and the behaviour of groups. Learn the methods for analysis of human behaviour. Learn how, as a marketer you can use that understanding to manage consumer behaviour to achieve marketing objectives. Know how to develop behavioural interventions to achieve the goals of the organisation.
 
Students who successfully complete this unit will be able to:

1. Apply advanced and coherent knowledge the eclectic and evolving nature of buyer behaviour and buyer behaviour research.
2. Apply advanced knowledge of consumer behaviour in a range of business contexts.
3. Critically analyse a range of consumer behaviours and make recommendations for interventions designed to impact the behaviour patterns.
4. Apply consumer behaviour theory and practice to the analysis, design and development of a range of strategies using appropriate methods and tools, applied in a variety of contexts.
5. Function as an effective member or leader of a diverse team.