Consumer Behaviour

This subject is not offered in 2014.

Approximately 2.5 hours of personal study per hour of class time is required to achieve a satisfactory level of performance

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For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of information processing; the identification of psychological variables which influence customer decision making; social factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.

On successful completion of this subject, students should be able to:

• Explain the concepts and models applied in consumer behaviour;
• Describe and apply consumer behaviour concepts to marketing decision-making;
• Evaluate the importance of understanding consumer behaviour;
• Identify and apply the psychological and external variables that influence customer decisions;
• Explain and analyse various consumer-related market research techniques;
• Synthesise various theories and models of consumer behaviour and apply these notions to case studies;
• Critically evaluate the use of consumer behaviour techniques.

• 2-hour end-of-semester exam (50%);
• 4000 word group assignment(s) due in week 10 onwards (40%); and
• Class participation throughout the semester (10%).

You will be advised of prescribed texts by your lecturer.

This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:

• Collaborative learning and teamwork, which should be developed through group work during tutorials and completing a collaborative, semester long assignment;
• Problem solving and critical thinking, which should be fostered through the tutorial program that requires students to critically evaluate and apply theoretical material to real world case studies;
• Oral and written communication, which should be developed through participation in the interactive tutorial program and completion of the assessment requirements;
• Critical and strategic thinking;
• Explanation of an argument or analysis logically;
• Synthesis of different theories;
• Application of management theories to real world scenarios.