Provides a student with knowledge of how consumers make decisions including what is consumed, how this effects our self and social identity, and what this means for marketing practitioners, public policy makers and consumers themselves. Decision making processes frame this unit and these are explained via the lenses of psychology, sociology and business theory.
Topic 1 Introduction to consumer behaviour
Topic 2 Consumer research
Topic 3 The consumer decision process part 1
Topic 4 The consumer decision process part 2
Topic 5 Consumer perception, attitude
Topic 6 Consumer learning
Topic 7 Consumer motivation and personality
Topic 8 Culture, lifestyle and social class
Topic 9 Group influences and household structures
Topic 10 Consumerism and beyond consumption
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
Learning outcomes and graduate attributes
GA1: Intellectual rigour,
GA3: Ethical practice,
GA4: Knowledge of a discipline,
GA5: Lifelong learning,
GA6: Communication and social skills,
GA7: Cultural competence
|On completion of this unit, students should be able to:||GA1||GA2||GA3||GA4||GA5||GA6||GA7|
|1||evaluate consumer behaviour and consumption theory in terms of marketing and consumption situations||Intellectual rigour||Knowledge of a discipline||Lifelong learning||Cultural competence|
|2||analyse the principles and concepts of consumer behaviour and consumption theory and apply them to practitioner, public policy maker and consumption settings||Intellectual rigour||Knowledge of a discipline||Lifelong learning||Cultural competence|
|3||explain the relationship between consumer behaviour and consumption theory, and marketing practice||Intellectual rigour||Knowledge of a discipline||Lifelong learning|
|4||research the behaviour of consumers and apply findings to marketing practice.||Knowledge of a discipline||Lifelong learning|
- Quester, P, Pettigrew, S, Kopanidis, F, Rao Hil, S & Hawkins, DI, 2014, Consumer Behaviour: implications for marketing, 7th edn, McGraw Hill, Australia. ISBN: 9781743076811.
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