Consumer Behaviour
Duration
- One Semester
Contact hours
- 36 hours
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
| Hawthorn Higher Ed. Semester 2 |
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|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
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.
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.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face:
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
Student workload:
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Non-scheduled learning events and activities (including directed online learning activities, assessments, independent study, student group meetings, and research)
To be successful, students should:
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
1. Assignment 1 (Individual) 20 - 30%
2. Report/Presentation (Individual/Group) 30 - 50%
3. Assignment 2 (Individual) 30 - 40%
2. Report/Presentation (Individual/Group) 30 - 50%
3. Assignment 2 (Individual) 30 - 40%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
- Problem solving skills
- Analysis skills
- Communication skills
- Ability to tackle unfamiliar problems, and
- Ability to work independently
Content
- Marketing and consumer behaviour
- The diffusion and acceptance of new ideas, concepts and products
- Individual behaviour (influences, patterns and management)
- Formal-group behaviour - social entities (families, associations and businesses)
- Purchase decision process
- Behavioural clustering of individuals and social entities for understanding & management: Segments and classes
- Informal-group behaviour (crowds, audiences and social networks)
- Consumer and Marketing influences on communication
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.