Faculty of Business and Economics

Undergraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedBerwick First semester 2014 (Day)
Coordinator(s)Dr Malcolm Kennedy


Consumer behaviour explores the internal psychological factors that influence consumers in both the B2C and B2B contexts. It also provides a broad understanding of the potential for external social factors to influence the purchase decisions and behaviours of consumers. The concepts covered in this unit offer insight into the ways in which organisational strategies and tactics are shaped by two-way dialogue with consumers.


The learning goals associated with this unit are to:

  1. explain the importance for organisations to understand the needs, motivations, perceptions and attitudes of their customers
  2. compare and contrast the various ways customers learn about products and services
  3. critique the theoretical explanations associated with consumer decision making and outline common cognitive biases and heuristics used by consumers
  4. apply knowledge of customer behaviour to the process of identifying and profiling market segments
  5. explain how the concepts and theories covered in this course can influence the ways organisations configure their marketing mix
  6. recognise the need for organisations to consider government and industry standards when developing their marketing mix.


Within semester assessment: 50%
Examination: 50%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester