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 Outlines
Current CSU students can view Subject Outlines for recent sessions. Please note that Subject Outlines and assessment tasks are updated each session.


Session 1 (30)
On Campus
Bathurst Campus
Bathurst Campus
Session 2 (60)
On Campus
Albury-Wodonga Campus
Bathurst Campus
Canberra Inst. of Technology
Port Macquarie Campus
Bathurst Campus
Session 3 (90)
On Campus
CSU Study Centre Melbourne
Bathurst 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

Grading System



One session


School 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.


This 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


Current Students

For any enquiries about subject selection or course structure please contact Student Central or or phone on 1800 275 278.

Prospective Students

For further information about Charles Sturt University, or this course offering, please contact info.csu on 1800 275 278 (free call within Australia) or enquire online.

The information contained in the 2018 CSU Handbook was accurate at the date of publication: August 2018. The University reserves the right to vary the information at any time without notice.