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.

Availability

Session 1 (30)
On Campus
CSU Study Centre Melbourne
Session 2 (60)
On Campus
Albury-Wodonga Campus
Bathurst Campus
CSU Study Centre Sydney
Port Macquarie Campus
Online
Bathurst Campus
Session 3 (90)
On Campus
CSU Study Centre Melbourne
Online
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

HD/FL

Duration

One session

School

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 theoretical models;
  • be able to apply consumer behaviour models to a range of diverse, real life situations for an organisationís marketing strategy; and
  • be able to identify and describe the behaviour of consumers in the marketplace.

Syllabus

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

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT220 in Session 3 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
Class discussion
30
2
Consumer behaviour report
35
3
Campaign based on consumer behaviour insights
35

The information contained in the CSU Handbook was accurate at the date of publication: July 2020. The University reserves the right to vary the information at any time without notice.

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