BK202 - Consumer Behaviour

Credit Points: 15

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a second-year Core Unit in the Bachelor of Business, major in Marketing, and offered as an Elective Unit in the Bachelor of Business major in Management. 

In this unit 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. 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 drivers 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..

The unit topics include:

  1. Customer motivation and consumer perception
  2. Consumer attitudes
  3. Consumer decision making process
  4. Consumer diversity
  5. Consumer psychographics
  6. Innovations

Learning Outcomes

At the completion of this unit students should be able to:

  1. Analyse the conception of consumer behaviour and reveal its importance as a framework to help managers understand and solve marketing problems
  2. Evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and personality on the behaviour of customers
  3. Discuss the consumer decision making process and identify the role of the consumer as a decision maker and a product user
  4. Evaluate the influence of society and social class on consumer behaviour and identify the diversities in consumers
  5. Apply the understanding of consumer behaviour into a real world business scenario and develop marketing strategies for competitive advantage

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face

Assessment

Assessment Task
Learning Outcomes Assessed
Weighting
Contribution in class a-e* 10%
Essay a-e* 10%
Group Report a-e* 20%
Group Presentation a-e* 10%
Final Exam (3 hours) a-e* 50%
Total   100%

*refer to learning outcomes above.

Textbook

Hoyer, W.D., Maclnnis, A.J., & Pieters, R. (2017). Consumer Behaviour (7th ed.). USA: Cengage Learning


Reference Reading

  • Quester, P., Neal, C., Pettigrew, S. Grimmer, M., Davis, T. & Hawkins, D. (2014). Consumer Behaviour: Implications for Marketing Strategy (7th ed.). NSW : McGraw-Hill Irwin.
  • Solomon, M. (2012). Consumer Behaviour (10th ed.). Prentice Hall
  • Schiffman, L. (2011). Consumer Behaviour (5th ed.). Prentice Hall

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving  Cultural and Global Awareness Team work Specialist knowledge of a field of study
             

Legend

Colour coding    

Extent covered

                                The standard  is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
  The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
  The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
  The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
  The standard  is not considered, there is no theory or practice or activities associated with this standard