Consumer Behaviour

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


  • One Semester

Contact hours

  • 36 hours

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

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

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.