Consumer Behaviour - MKTG815
Consumer behaviour is the study of factors that explain and predict consumers’ consumption related behaviour. Understanding consumer behaviour and purchase decision making is an integral part of developing effective marketing strategies. Understanding consumers enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs.
In this unit, students will develop knowledge of the theories, concepts, and principles of consumer decision-making and behaviour. Students will learn to apply and analyse consumer behaviour theories and concepts to solve marketing problems. Further, students will develop skills to identify marketing stimuli and explain how they influence consumers’ decision-making, purchase, and consumption.
| Credit Points: | 4 |
| When Offered: | S1 Day - Session 1, North Ryde, Day S2 Evening - Session 2, North Ryde, Evening |
| Staff Contact(s): | Associate Professor Ross Gordon |
| Prerequisites: |
MKTG696 or admission to MMktg |
| Corequisites: | |
| NCCW(s): | |
| Unit Designation(s): | |
| 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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