Consumer Behavior

Unit Outline (Higher Education)

Level of Unit in Course

AQF Level(s) of Course

Level of Unit in Course

Introductory

Intermediate

Effective Term:

2027/05

Institute / School :

Institute of Innovation, Science & Sustainability

Unit Title:

Consumer Behavior

Unit ID:

BUMKT2201

Credit Points:

15.00

Prerequisite(s):

(At least 60 credit points from ANY subject-area at any level)

Co-requisite(s):

Nil

Exclusion(s):

(BUMKT2602)

ASCED:

080505

Other Change:

Brief description of the Unit

This unit enables students to undertake a comprehensive study of personal and group consumer behavior, their determinants and implications for marketing strategy. Students will delve into fundamental aspects of consumer behavior including consumer needs, motivations, goals, perceptions, learning processes, personalities and attitude. The unit also addresses consumer decision-making in various situations, internal and external influences on behavior as they apply to the consumption process. Topics covered include consumer market analysis and trends, patterns of personal and group behavior patterns in the marketing environment, marketing stimuli and strategies in relation to consumer behavior, market segmentation, product positioning, marketing communications, shopping behavior, price and salesperson influences as well as the impact of technology on consumer behavior.

Grade Scheme:

Graded (HD, D, C, P, MF, F, XF)

Work Experience Indicator:

No work experience

Placement Component:

Supplementary Assessment:Yes

Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment

Course Level:

Learning Outcomes:

Knowledge:

Skills:

Application of knowledge and skills:

Other outcomes:

O1.	Analyze consumer decision-making processes and the internal, external, social and digital influences on consumer behaviour using relevant theories and evidence.

O2.	Evaluate products, marketing activities and value propositions from a consumer behaviour perspective to identify consumer needs, market opportunities and behavioural challenges.

O3.	Develop and evaluate ethical marketing and communication strategies that respond to consumer needs, influence attitudes and behaviour, and promote consumer well-being.

O4.	Communicate evidence-based consumer insights and strategic recommendations effectively to diverse audiences, individually and collaboratively

Unit Content:

Topics may include:

Foundations of Consumer Behaviour
Consumer Perception and Information Processing
Consumer Learning, Memory and Behavioural Change
Consumer Motivation, Emotion and Identity
Attitudes, Persuasion and Consumer Trust
Consumer Decision-Making and Behavioural Biases
Internal, External and Situational Influences on Consumer Behaviour
Consumer Insights, Market Analysis and Behavioural Research
Consumption, Customer Experience and Marketing Strategy
Consumer Welfare, Ethics and Responsible Consumption
Technology, Artificial Intelligence and the Future of Consumer Behaviour

Graduate Attributes:

	Learning Outcomes Assessed	Assessment Tasks	Assessment Type	Weighting	Professional Standards
1.	1	Demonstrate how learnings from the unit can be applied in a real-life, business setting.	Consumer Behavior Analysis - Case study/report	20-30%
2.	2, 3, 4	Critically analyse and interpret a marketing situation in relation to consumer behaviour through a report and presentation individually or in a group.	Group Consumer Behavior Report and Presentation	30-50%
3.	1, 3, 4	Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations.	Individual case analysis and oral defense	20-40%

Adopted Reference Style:

APA ()

Professional Standards / Competencies:

Standard / Competency