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.
Availability2019 Course Timetables
- Semester 1 - 2020
Newcastle City Precinct
- Semester 1 - 2020
- Trimester 2 - 2020 (Singapore)
On successful completion of the course students will be able to:
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:
- Consumers in the marketplace
- Consumers as individuals - perception, learning and memory, motivation and values, the self, personality and lifestyles, attitudes, attitude change
- Consumers as decision makers - individual decision making, buying and disposing, group influence and opinion leadership, household decision making
- Consumers and subcultures - social class, ethnic racial and religious subcultures, age subcultures
- Consumers and culture - cultural influences, diffusion of global consumer culture
MKTG2100 Principles of Marketing or MKTG1001 Foundations of Marketing
In Term Test: In-Term Tests
Written Assignment: Group Brand Segmentation Analysis Report
Formal Examination: Final Exam
Ourimbah, Newcastle City Precinct and PSB Singapore
Integrated Learning Session
Face to Face On Campus 2 hour(s) per Week for Full Term
Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.