Consumer Behaviour
Overview
This unit aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems
Requisites
Rule
MKT10009 Marketing Theory and Practice
OR
AVA10004 Aviation Marketing
09-February-2025
01-June-2025
05-October-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Describe the psychological profiles of target consumers using the theoretical principles of human behaviour
- Analyse the relationship between psychological and social drivers underlying consumer behaviour and how these influence the consumer decision-making process and customer experience
- Evaluate the effectiveness of marketing practices and tactics designed to influence consumer behaviour
- Apply consumer behaviour principles and framework in a variety of contexts displaying ethical principles and cultural awareness
- Communicate professionally, individually or collaboratively, in a style appropriate for a business environment and context
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On Campus Class |
2.00 | 12 weeks | 24 |
| Online Lecture (asynchronous) |
1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning |
9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Presentation | Individual/Group | 20 - 30% | 2,3,5 |
| Reflection | Individual | 30 - 40% | 1,2,4 |
| Report | Individual | 30 - 50% | 1,3,4,5 |
Content
- Theoretical principles of human behaviour
- Psychological influences (needs, motivation, personality, self-concept, attitudes and perception) on consumer behaviour
- Segmentation
- Social influences (reference groups, social class, culture and sub-cultures) on consumer behaviour
- Consumer decision making processes
- Ethical, social and environmental dilemmas in consumption behaviour
- Innovation, diffusion and adoption among consumers and consumer groups (influencers)
- Impact of digital technologies on consumption behaviour
- The way social marketing can be used to influence behaviour for socially and environmentally favourable outcomes
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.