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Consumer Behaviour - MKTG203

An important aspect of marketing is to understand the heart and mind of consumers. Understanding why consumers think, feel and act the way that they do assists businesses in making strategic, sustainable and ethical marketing decisions.

This unit develops students’ knowledge about how to understand, interpret and influence consumers’ behaviour. Students gain theoretical knowledge of the internal, psychological processes and external, environmental factors influencing consumer behaviour. Students learn about consumer needs and values, how consumers perceive products and brands, ways to measure attitudes and effect attitude change, how and why consumers decide to buy (or not buy), and the importance of culture and reference group influences. By the end of this unit, students have a much deeper and richer appreciation of how consumption not only affects our lives but also how our actions influence the way that we feel about ourselves and about one another.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Day - Session 2, North Ryde, Day

Staff Contact(s): Dr Jana Bowden-Everson
Prerequisites:

MKTG101 Prerequisite Information

Corequisites:

NCCW(s):
Unit Designation(s):

Commerce

Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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