Unit details
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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