MKW2402 · Consumer behaviour

Overview

Every student, and in fact, every individual is a consumer. Consumer behaviour is a study of the factors that explain and predict consumption related behaviour in individuals and organisations alike. Behavioural concepts and theories relating to consumer behaviour and consumer decision making process are covered. Consumer behaviour focuses on individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes. All these intrinsic factors influence consumption behaviour. On the other hand, consumer behaviour covers external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture. These external influences often have a bearing on consumption behaviour. In this unit, you will gain a better understanding of the consumer and influences of consumer behaviour.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. discuss consumer behaviour concepts and their importance in contemporary marketing contexts
2. evaluate the concepts of consumer behaviour critically in the process of identifying and profiling market segments
3. design a business portfolio for a brand, product, or service with a global mindset through the appreciation of diverse cultures and business practices.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.

Student experience, not official rules. Nothing here changes what the Handbook says.