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Consumer Demographics - MKTG216

Demographic factors are important in affecting market segmentation and consumer behaviour. Managers in private and public sectors often utilize and analyze relevant demographic data to assist their decision making.

In this unit, students learn the application of a range of demographic techniques in analyzing and understanding consumer populations, market segmentation and demographically diverse consumer behaviour. Students are provided with access to the major sources of demographic data and learn hands-on data analytics tools. The unit emphasizes the importance of life cycle as an analytical framework that explains the demand for goods and services at various stages of life cycle of consumers.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

Staff Contact(s): Associate Professor Fei Guo

24cp at 100 level or above Prerequisite Information


NCCW(s): DEM255
Unit Designation(s):



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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