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 assessment 30%
• Group assessment 30%
• Exam 40%

3 hour seminar plus private study time.

At least an average of 65% (or equivalent) in the final two years of an Australian undergraduate degree

Basic knowledge of marketing (coursework equivalent of MKTG7001 Marketing or relevant work experience)

For further information plese refer to the Course Website