An understanding of the needs and behaviours of consumers is an intrinsic component of the development and implementation of successful marketing actions. Specific topics address the consumer decision process; situational and perceptual influences in consumer evaluation of marketing messages, products and services; motivation, learning and memory, personality, attitude and attitude change in marketing contexts; the influence of consumer demographics; and contextual influences on consumer behaviour, including that of the online consumer.

Upon successful completion of the requirements for this course, students will be able to:

• Understand the three major influences on customer choice:

              - the process of human decision making in a marketing context;

              - the individual customers make up;

              - the environment in which the customer is embedded;

• Apply this understanding to marketing strategies of the supplier;
• Develop the cognitive skills to enable the application of the above knowledge to marketing decision making and activities

• Individual assignment 30%
• Group assignment 30%
• Exam 40%

At least three contact hours per week

At least 24 units

with BUSN2031 Consumer Behaviour

Quester P, Neal C, , Pettigrew, S Grimmer, M Davis, T and Hawkins D (2004).
Consumer Behaviour. Enhanced 5th Ed. McGraw Hill, Roseville NSW

For further information please refer to the Course Website