Strategic Consumer Insights
Credit points
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
(Or equivalent to be determined by unit coordinator)
Co-requisites
(Corequisite units must be studied concurrently with this unit)
Overview
Develop the skills to address complex marketing problems, with Strategic Consumer Insights.
This unit provides a comprehensive coverage of frameworks, concepts, tools and techniques to fully understand the motives of consumers.
We will cover topics from the Concentric Model of Consumer Behaviour framework, such as:
- consumer decision making
- motivations, needs and wants
- drivers of consumer behaviour
- social and cultural determinants of consumer behaviour including sustainability and digital technologies.
Learn to become an effective marketer through engagement with consumer insights.
Learning Outcomes
On successful completion of this unit, students will be able to:
- Reflect upon the relationships between the concepts of behaviour and attitudes, and examine their application to consumer behaviour;
- Conceptualise the forces underlying major consumer trends in diverse local and global markets;
- Apply advanced knowledge of consumer behaviour to the design and development of effective marketing strategies; and,
- Evaluate the capacities of marketing strategies to succeed in global communities.
Assessment
For Melbourne campuses
Assessment type: Test | Grade: 15%
MCQs and scenario-based test
Assessment type: Assignment | Grade: 35%
Reflective assessment on concepts of consumer behaviour based on industry practitioner interview
Assessment type: Report | Grade: 30%
Case study report on assigned topic (Group)
Assessment type: Presentation | Grade: 20%
Presentation of report findings (Group)
Other locations
Assessment type: Assignment | Grade: 30%
Reflect on the psychology of consumer behaviour
Assessment type: Report | Grade: 30%
Case study report on assigned topic
Assessment type: Presentation | Grade: 40%
Using strategic consumer insights to address complex marketing problems
Required reading
Students will have access to required readings via VU Collaborate and are not required to purchase the listed textbook.
Consumer behaviour
Hoyer W., Maclnnis D., Pieters R., Chan E. & Northey G. (2020) | Australian and New Zealand Edition: Cengage Learning
As part of a course
This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.