MKT220 Consumer Behaviour (8)


Consumer behaviour explores the consumer decision-making process. This process is affected by situational, internal and external factors. This subject is designed to help the student see consumer behaviour from the marketer's perspective. Therefore, students will be able to link consumer behaviour theory to marketing strategy.

+ Subject Availability Modes and Location

Session 1
InternalBathurst Campus
DistanceBathurst Campus
Session 2
InternalAlbury-Wodonga Campus
InternalBathurst Campus
InternalCanberra Inst. of Technology
InternalPort Macquarie
DistanceBathurst Campus
Session 3
InternalCSU Study Centre Melbourne
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT220
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify the components of consumer behaviour models and illustrate how those components work together;
  • be able to gather and interpret information from a range of academic and industry sources related to consumer behaviour;
  • be able to predict consumer behaviour using relevant models;
  • be able to apply consumer behaviour models to a range of diverse, real life situations and marketing strategy; and
  • be able to communicate clearly the nature and function of consumer behaviour in the marketplace.


The subject will cover the following topics:
  • Introduction to consumer behaviour
  • Situational influences
  • The five stage decision-making process
  • Internal and external factors affecting consumer behaviour, including: motivation, personality, perception, learning and memory
  • The nature of attitudes, attitude formation and change
  • Psychographics and demographics
  • Group dynamics and consumer reference groups
  • Household and organisational buying
  • Social class
  • The influence of culture, subculture and cross-cultural aspects on consumer behaviour
  • Ethics in consumer behaviour
  • Marketing strategy and consumer behaviour


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.