MKT510 Customer 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 topics, 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, positioning and implementation of marketing strategies.


Session 1 (30)
On Campus
CSU Study Centre Melbourne
Bathurst Campus
Session 3 (90)
On Campus
CSU Study Centre Melbourne
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



One session


School of Management and Marketing

Enrolment Restrictions

Postgraduate students only.

Assumed Knowledge

MKT501 or MBA503

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to analyse the buyer decision process and critique effects of situational influences on consumer purchases;
  • be able to compare and contrast consumers and organisations in terms of their markets and buying behaviour;
  • be able to critically examine the stages of information processing and the internal factors that influence each stage in relation to consumer behaviour;
  • be able to evaluate a variety of external factors and their influence on consumer behaviour; and
  • be able to assess key trends and issues facing consumers today and describe the potential effects on current marketing strategies.


This subject will cover the following topics:
  • Introduction to consumer behaviour
  • Segmentation, target marketing and positioning
  • Consumer research
  • Cognition, which may include: Perception; Learning and Memory; Motivation, personality and emotion
  • Influences / Attitudes, which may include: Attitudes and Attitude Change; Changing Australian Society and Lifestyle; Household Structure and Consumption; Group Influence; Social Class; Culture; Situational Influence
  • Key Behaviours, which may include: Organisational Buying behaviour; Decision Making Process and Problem Recognition
  • Processes, which may include: Information Search; Evaluation of Alternatives; Purchase and Store Choice; Post-purchase Process

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT510 in Session 3 2020. 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
Value %
Discussion post

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.