The University of Newcastle, Australia
Available in 2019
Course code

MKTG2101

Units

10 units

Level

2000 level

Course handbook

Description

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

PSB Singapore

  • Trimester 2 - 2019 (Singapore)

Ourimbah

  • Semester 1 - 2019

Newcastle City Precinct

  • Semester 1 - 2019

Learning outcomes

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.


Content

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

MKTG2101Consumer BehaviourUnderstanding 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.

FBUSLFaculty of Business and Law344Newcastle Business School1020005945Trimester 2 - 2019 (Singapore)PSBPSB Singapore20195940Semester 1 - 2019CENTRALCSTOurimbah20195940Semester 1 - 2019NCLE_CITYNewcastle City Precinct2019MKTG2100 Principles of Marketing or MKTG1001 Foundations of MarketingTopics 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 YOn successful completion of this course, students will be able to:1Discuss the rationale for studying consumer behaviour.2Identify and explain factors which influence consumer behaviour inclusive of society and culture.3Demonstrate how knowledge of consumer behaviour can be applied to marketing.4Develop communication skills both orally and in writing within marketing contexts5Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects. In Term Test: In-Term TestsWritten Assignment: Group Brand Segmentation Analysis ReportFormal Examination: Final Exam Ourimbah, Newcastle City Precinct and PSB SingaporeIntegrated Learning SessionFace to Face On Campus2hour(s)per Week for0Full Term0Students 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.


Assessment items

In Term Test: In-Term Tests

Written Assignment: Group Brand Segmentation Analysis Report

Formal Examination: Final Exam


Contact hours

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.