This interdisciplinary unit discusses the consumer as the focus of the marketing system. The unit of study emphasises the use of knowledge about consumer behaviour in marketing decisions and insight for innovation. The contribution of the disciplines of anthropology, sociology, psychology, and economics to the understanding of consumer buying behaviour is highlighted. Specific area of focus are consumer needs, motives, perceptions, attitudes, personality, the socialisation process, group influences (family, social groups, culture and business) and culture.  Theoretical and conceptual consumer behaviour frameworks are applied to purchasing decision-making, buying and the use of goods and services in both Australian and a global context. 

Unit details

Study level:
Postgraduate
Credit points:
12
Unit code:
BHO5574

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Reflect critically upon theoretical approaches and practice-based innovations in the key academic literature by evaluating their application to the field of consumer behaviour;  
  2. Appraise cognitive modes including cultural, social and psychological influences and present these through individual and group based activities;  
  3. Deconstruct consumer behaviour though the application of behavioural models including double jeopardy, duplication of purchase law and dirichlet theory;  
  4. Evaluate the strategic and tactical implications associated with alternative consumer behaviour theories and explain these through individual and group based activities; and  
  5. Question the value of traditional marketing practice and reflect on how the different approaches impact the marketing profession.  

Assessment

Assessment type Description Grade
Essay Individual Essay (1000 word) 15%
Presentation Presentations (Teams) 20%
Report Team Report 35%
Other Reflection 2500 words 30%

Required reading

Consumer Behavior and Marketing Strategy. 9th Edition.
J. Paul Peter & Jerry C Olson. (2010).
McGrawHill Publisher.

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