| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Consumer Behaviour |
| Unit ID: | BUMKT2602 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT1501 or SPMAN1002) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit enables students to undertake a detailed study of personal and group consumer behaviour, their determinants and implications for marketing strategy. Student will be given the opportunity to study the areas of: consumer decision-making and types of decision-making situations internal influences on behaviour as they apply to the consumption process external influences on behaviour and the role of the marketplace, consumer (individual and group) purchase and consumption behaviour, consumer market analysis and trends including the personal and group behaviour patterns in the marketing environment, marketing stimuli and strategies in relation to consumer behaviour, market segmentation, product positioning, marketing communications, shopping behaviour, price and salesperson influences. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:No |
| Supplementary assessment is not available to students who gain a fail in this Unit. |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | |  | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Analyse marketing strategies in relation to consumer behaviour |
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| K2. | Recognise consumer behaviour principles and practices |
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| K3. | Identify types of decision-making situations that consumers can undertake |
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| K4. | Evaluate the value of a variety of consumer products according to consumer behaviour theory |
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| K5. | Examine both external and internal factors that affect consumer behaviour |
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| Skills: |
| S1. | Apply consumer behaviour theories to a given marketing problem |
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| S2. | Identify appropriate techniques to collect, analyse, and evaluate ideas and information with reference to consumer behaviour specific topic areas |
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| S3. | Critically analyse marketing activities from a consumer behaviour point of view |
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| S4. | Transfer ideas and perspectives on consumer behaviour theory to others via written and/or oral communication |
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| Application of knowledge and skills: |
| A1. | Using personal responsibility and autonomy, analyse the consumer behaviour of self and others |
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| A2. | Generate and evaluate elements of the marketing mix with consideration of consumer behaviour theory |
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| A3. | Develop strategic ideas for the development or improvement of marketing plan in consideration of consumer behaviour theory |
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| Unit Content: |
•Consumer decision making processes and types of decision making situations
•The internal influences on behaviour as they apply to the consumption process
•The external influences on behaviour and the role of the marketplace in the socio-political system
•Consumer (individual and group) purchase and consumption behaviour
•Consumer market analysis and trends including the personal and group behaviour patterns in the Australian marketing environment
•Marketing stimuli and strategies in relation to consumer behaviour: market segmentation, product positioning, marketing communications, store choice and shopping behaviour, price and salesperson influences
•Consumerism, consumer rights, marketing's responsibility to the consumer |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K2,K3,K5, S1, A2 | Demonstrate how learnings from the unit can be applied in a real-life, business setting. | Case studies | 20-30% | | 2. | K1,K2,K3,K4,K5 S1,S2,S3,S4 A1,A2,A3 | Critically analyse and interpret a marketing situation in relation to consumer behaviour through a report and/or presentation individually or in a group. | Report and/or presentation | 30-50% | | 3. | K1,K2,K3,K5 S1,S3 A3 | Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations | Test / Final Assessment | 20-40% |
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