Consumer Behaviour
Overview
This unit teaches students to develop an understanding of marketing and consumer behaviour. Understand what and who influences individual behaviour, and the behaviour of groups. All marketing is based on understanding human psychology and sociology. Consumer behaviour is a central, binding link in the discipline of marketing. Students will learn the methods for analysis of human behaviour; how, as a marketer you can use that understanding to manage consumer behaviour to achieve marketing objectives; and know how to develop behavioural interventions to achieve the goals of the organisation
Requisites
01-June-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply advanced and coherent knowledge to the eclectic and evolving nature of buyer behaviour and buyer behaviour research
- Apply advanced knowledge of consumer behaviour in a range of business contexts
- Critically analyse a range of consumer behaviours and make recommendations for interventions designed to impact the behaviour patterns
- Apply consumer behaviour theory and practice to the analysis, design and development of a range of strategies using appropriate methods and tools, applied in a variety of contexts
- Function as an effective member or leader of a team
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 20 - 30% | 1,2,3,4,5 |
| Assignment 2 | Individual | 30 - 40% | 1,2,3 |
| Report and Presentation | Individual/Group | 30 - 50% | 1,2,3 |
Content
- Marketing and consumer behaviour
- The diffusion and acceptance of new ideas, concepts and products
- Individual behaviour (influences, patterns and management)
- Formal-group behaviour - social entities (families, associations and businesses)
- Purchase decision process
- Behavioural clustering of individuals and social entities for understanding & management: Segments and classes
- Informal-group behaviour (crowds, audiences and social networks)
- Consumer and Marketing influences on communication
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.