Skip to Content

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

MKTG696 or admission to MMktg Prerequisite Information


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.
Need help? Ask us.