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Unit of study_

MKTG6007: Consumer Behaviour

This unit focuses on the concepts, processes and theories that assist marketing managers in enacting a consumer-centric approach to marketing. Students learn to apply the concepts, principles, and theories from various social sciences to the study of factors that influence the acquisition, consumption and disposition of goods, services and experiences. Specifically, principles from economics, psychology, sociology, social psychology, cultural anthropology etc. are used to describe and explain consumer behaviour.

Code MKTG6007
Academic unit Marketing
Credit points 6

At the completion of this unit, you should be able to:

  • LO1. identify and analyse both factual and real-world issues related to consumer behaviour
  • LO2. examine underlying theories, concepts, assumptions, limitations and arguments in the study of consumer behaviour
  • LO3. strategically apply consumer behavior theories and concepts to business problems and marketing practices.
  • LO4. develop appropriate solutions to address consumer behaviour problems and provide coherent arguments to support your recommendations
  • LO5. communicate your thoughts and opinions confidently and to a professional standard
  • LO6. collaborate and communicate with people from diverse backgrounds with inclusiveness, open-mindedness and civility
  • LO7. research and use information related to the behaviour of consumers, efficiently and responsibly demonstrated by professional referencing and relevant permission.