MKT510 How and Why: Consumers and their Behaviour (8)

To make strategic marketing decisions, organisations need to understand the individual, social, organisational, and cultural factors that influence customer behaviour. This subject examines the buyer decision process in both consumer and business markets. The topics draw on concepts derived primarily from psychology and sociology, where decision making is considered from a number of angles including perception, learning, motivation, attitudes, culture, values, lifestyles and situational influences. These various theoretical concepts are applied and integrated with regard to market segmentation and positioning and implementation of marketing strategies.

Availability

Session 1 (30)
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: MKT510. 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 Business

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

MKT501 

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify the fundamental processes and influences of consumer behaviour;
  • be able to critically analyse different consumer behaviour for different consumer types;
  • be able to evaluate and justify which consumer behaviour theories are needed to support marketing decisions in different contexts;
  • be able to apply consumer behaviour theories and concepts to develop solutions to marketing problems in a variety of contexts; and
  • be able to critically analyse key consumer trends and evaluate the potential impact on marketing strategy.

Syllabus

This subject will cover the following topics:
  • Introduction to consumer behaviour
  • Application of consumer behaviour theories to marketing strategy
  • Consumer research
  • Characteristics of the individual that influence behaviour
  • Characteristics of society that influence behaviour
  • Consumer behaviour across consumer types
  • Consumer decision making

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT510 in Session 3 2021. 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
Cultural and interpersonal influences on cb
35
3
Individual influences on consumer behaviour
35

The information contained in the CSU Handbook was accurate at the date of publication: May 2022. The University reserves the right to vary the information at any time without notice.

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