Entry requirements and weighting

Prerequisites: BB102
Corequisites: Nil
Credit Points: 15 credit points
Level: Year 2, Major Marketing Stream

Brief description

In this increasingly competitive world of business it has never been more important to attain an in-depth understanding of consumer behaviour - a complex multi-faceted field of study which provides real insights that can be practically applied in marketing to gain competitive advantage. While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in certain ways and make specific buying and consumption decisions - what drives us to study, to our choice of car, to body art or even to socially undesirable behaviours such as compulsive gambling? Are our decisions impacted by internal drives within ourselves or by forces in our external environment such as family and culture? In reality it is often a combination of these influences, thus it is important to understand not only where those influences are coming from, but also how they interact with each other to result in consumer decisions. To facilitate thorough understanding of consumer behaviour, we will explore models and frameworks of consumer decision-making, and the effects that various internal drives and external influences have on our actions and decisions.

This unit will cover the following topics:

  1. Consumer behaviour and marketing strategy
  2. Internal Influences: consumer decision making process
  3. Internal Influences: learning and memory; motivation, personality and emotion; and attitudes
  4. External Influences: demographics and lifestyles; household structure; group influence and communication; social stratification; and cross-cultural variations in consumer behaviour
  5. Contemporary topics in consumer behaviour: consumers and society.

Learning outcomes

  1. Understand consumer behaviour principles can be used as a conceptual framework to help managers understand and solve marketing problems
  2. Critically evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and personality on the behaviour of customers
  3. Evaluate the main trends in buyer behaviour theory, research and applications
  4. Understand consumer behaviour research in modern marketing
  5. Understand the nature and development of a consumer behaviour strategy
  6. Work collaboratively within a team
  7. Draw on scholarly research, as well as current business practice, to examine, analyse and evaluate consumer issues through report writing.