Consumer Behaviour

Course code MKTG2101
Available in 2015
2015 Course Timetables


Understanding how and why consumers behave in a given way enables marketers to design and implement better marketing strategies. Consumer Behaviour focuses upon understanding consumer decision-making processes and the various factors that influence these processes. Collaborative work processes, inquiry and communication skills within marketing contexts are focused upon for student attribute development.



  • Semester 1 - 2015


  • Semester 1 - 2015

UoN Singapore

  • Trimester 3 - 2015 (Singapore)

Learning Outcomes

1. Discuss the rationale for studying consumer behaviour.

2. Identify and explain factors which influence consumer behaviour inclusive of society and culture.

3. Demonstrate how knowledge of consumer behaviour can be applied to marketing.

4. Develop communication skills both orally and in writing within marketing contexts

5. Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.


Topics in this course may include:

  1. Consumers in the marketplace
  2. Consumers as individuals - perception, learning and memory, motivation and values, the self, personality and lifestyles, attitudes, attitude change
  3. Consumers as decision makers - individual decision making, buying and disposing, group influence and opinion leadership, household decision making
  4. Consumers and subcultures - social class, ethnic racial and religious subcultures, age subcultures
  5. Consumers and culture - cultural influences, diffusion of global consumer culture

Assumed Knowledge

MKTG2100 Principles of Marketing

Assessment Items

Written Assignment: Individual Case Study

In Term Test: Mid-term Test

Written Assignment: Group Brand Analysis Report

Formal Examination: Final Exam

Contact Hours

UoN Singapore


Face to Face On Campus 2 hour(s) per Week for 12 Weeks


Face to Face On Campus 1 hour(s) per Week for 11 Weeks