Available in 2022
Course code



10 units


6000 level

Course handbook


Customers employ strategies of choice. Understanding these consumer decision-making processes, behaviours and contributing influences is the essential challenge of this course. It also investigates how consumer behaviour plays a vital role in developing appropriate marketing mix strategies to sell goods, ideas and services. Therefore in bringing these aspects together the student examines how individuals may be influenced and how they may respond to a wide range of marketing strategies.

Consumer behaviour is contrasted to organizational buyer behaviour, but the primary focus is on the ultimate consumers of goods and services. That is, individuals who purchase for the purpose of personal or household consumption or use. Both theoretical and applied understandings of the major consumer behaviour theories and concepts are developed. Students are engaged with the application of current consumer behaviour theory, research findings and methodologies in order to understand, explain, and predict customer behaviour.

Availability2022 Course Timetables


  • Trimester 2 - 2022
  • Trimester 3 - 2022

Newcastle City Precinct

  • Trimester 2 - 2022

Learning outcomes

On successful completion of the course students will be able to:

1. Interpret customer behaviour (consumer and buyer) in a variety of consumption contexts

2. Recognise the influence of cultural, social and psychological factors that shape the consumer decision making process

3. Identify various mechanisms for segmenting consumer and business markets

4. Employ consumer behaviour theory in strategic and tactical marketing management decision-making

5. Demonstrate skills in written communication as well as critical and analytical thinking

6. Comprehend and interrelate the social, psychological and cultural factors that impact groups and experience working in a team environment.


Topics in this course include: 

  1. Introduction to the relationship between consumer behaviour and marketing strategy
  2. Consumers and their characteristics
  3. Consumers and decision making
  4. A framework for consumer analysis
  5. Affect and cognition
  6. Consumer behaviour and environmental influences
  7. Consumers and their actual behaviour
  8. Social and ethical considerations
  9. Consumer decision making and marketing strategy


This course replaces GSBS6021. If you have successfully completed GSBS6021 you cannot enrol in this course.

Assumed knowledge

GSBS6005 Marketing Management and Planning

Assessment items

Quiz: In-Term Quizzes

Report: Consumer Behaviour Analysis (Team Report)

Formal Examination: Final Exam

Contact hours

Newcastle City Precinct and Online


Face to Face On Campus 3 hour(s) per Week for Full Term

The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.