This unit provides a detailed study of consumer buying behaviour, both cognitive and behavioural, as well as purchasing processes and the factors which influence them. The unit includes the understanding of characteristics of individuals, groups and organisations and their influences on purchasing and consumer behaviour, market structures, double jeopardy and duplication of purchase. Students will develop capacities to address complex marketing problems and to facilitate effective marketing decision-making through their engagement with a range of theories and frameworks associated with consumer behaviour. Students will engage with a range of team-based and individual learning activities including practical problem solving and case study analysis, online learning activities, peer review and self-reflection.
Unit details
Location:
Study level:
Undergraduate
Credit points:
12
Unit code:
BHO2434
Prerequisites
BHO1171 - Introduction to Marketing
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Learning Outcomes
| 1. | Reflect upon the relationships between the concepts of behaviour and attitudes, and examine their application to consumer behaviour; | ||
| 2. | Discriminate between the cognitive and behavioural theories of consumer behaviour; | ||
| 3. | Conceptualise the forces underlying major consumer trends in diverse local and global markets; | ||
| 4. | Determine the patterns of purchasing behaviour based on the behavioural models of the Double Jeopardy Effect and the Duplication of Purchase Law; | ||
| 5. | Apply a broad range of cognitive frameworks and behaviourist patterns of purchasing behaviour to real-life consumer behaviour situations in order to address complex marketing problems and facilitate effective marketing decision-making; and | ||
| 6. | Evaluate the capacities of marketing strategies to succeed in diverse local and global communities by taking into account alternative theories of consumer behaviour. |
Assessment
Melbourne campuses
Students studying under the VU Block Model.
| Assessment type | Description | Grade |
|---|---|---|
| Test | Online Multiple Choice Quiz | 15% |
| Test | In Class Test | 15% |
| Report | Group Report and Video | 30% |
| Test | In Class Test - Short Answer | 40% |
Other locations
| Assessment type | Description | Grade |
|---|---|---|
| Test | Multiple Choice Quizzes | 15% |
| Test | In Class Test | 15% |
| Report | Group Report and Presentation | 30% |
| Examination | Final Examination | 40% |
Required reading
Consumer behaviour (1st ed.).
Hoyer W., Maclnnis D., Pieters R., Chan E. & Northey G. (2018).
Asia Pacific Edition: Cengage Publications Ltd.
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