MKT201 Consumer Behaviour
Unit Code
MKT201
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT101
Credit Points
10
Overview
Consumer behaviour is arguably one of the most fascinating topics in marketing. This subject is designed keeping in mind the need for marketers to understand why consumers act as they do in the marketplace. The subject explores how consumers make decisions during various buying situations they encounter throughout their lives. It introduces you to the role of the consumer and how they are shaped by their social and cultural environments. An understanding of the psychological foundations that can impact decision making are also covered. An important component of this subject is understanding the consumer decision-making process. The subject examines these processes based on perspectives from psychology, sociology, economics and anthropology as well as examining internal and external factors that influence the consumer decision making process.
Associated Degrees
Bachelor of Business (Information Systems)
Bachelor of Business (Marketing)
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☐ core subject
☐ elective subject
☒ other (please specify below): Core for BBM and Elective for BBIS
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Understand and analyse the consumer decision making process
- Develop and use frameworks and analytical tools to analyse how internal and external factors influence consumer’s decision-making processes
- Explain how attitudes are formed and consumer opinions are changed in order to better understand personal consumption experiences
- Evaluate how different sources of group influences can affect and change consumers’ consumption
- Effectively communicate consumer behaviour knowledge in an oral and a written context
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: Self-Reflection Video Assignment |  Week 4 | 20% |
| Assessment 2: Individual Essay | Week 7 | 30% |
| Assessment 3: Group Presentation | Week 9 | 20% |
| Assessment 3: Final Exam | Week 13 | 30% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Mothersbaugh, D.L., Kleiser, S.B. & Hawkins, D.I. (2024) Consumer Behaviour: Building Marketing Strategy. McGraw Hill.
Texts and References
- Solomon, M.R., Russell-Bennett, R., Previte, J. & Payne, A. (2023) Consumer Behaviour: Buying, Having and Being, 5th edn. Pearson Australia.
Recommended Reading
- Parsons, E., Maclaran, P., Chatzidakis, A. & Ashman, R. (2023) Contemporary Issues in Marketing and Consumer Behaviour, 3rd edn. Routledge.
- Hoyer, W.D., McInnis, J., Pieters, R., Chan, E. & Northey, G. (2023) Consumer Behavior, 8th edn. Cengage Learning.
- Sethna, Z. & Blythe, J. (2023) Consumer Behaviour, 5th edn. SAGE Publishing.