Strategic Consumer Insights

Unit code: BHO2008 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
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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:

  1. Reflect upon the relationships between the concepts of behaviour and attitudes, and examine their application to consumer behaviour;
  2. Conceptualise the forces underlying major consumer trends in diverse local and global markets;
  3. Apply advanced knowledge of consumer behaviour to the design and development of effective marketing strategies; and,
  4. 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

For students studying at India Online
Assessment type: Assignment
|
Grade: 20%
Reflect on the psychology of consumer behaviour
Assessment type: Report
|
Grade: 30%
Case study report on assigned topic
Assessment type: Presentation
|
Grade: 50%
Using strategic consumer insights to address complex marketing problems

Required reading

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.

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