Swinburne > Subjects > Consumer Behaviour

Consumer Behaviour


MKT20025     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


MKT10007 Fundamentals of Marketing



Aims and Objectives

Consumer behaviour is one of the major considerations for businesses in designing and delivering successful products and services. Students will examine how businesses do this by looking into psychological, social, and cultural aspects of consumers and the impact of marketing strategies on buyer attitudes, decision-making, and behaviour. Students will build their marketing knowledge by applying theory into practical, realistic contexts and will build skills in understanding human behaviour.

Students who successfully complete this unit will be able to:
1. Describe and apply insights of target consumers using the theoretical principles of human behaviour to evaluate, purchase, use and dispose of goods and services
2. Analyse the relationship between psychological and social drivers behind consumer behaviour and marketing
3. Classify and evaluate theories of the consumer decision-making processes
4. Apply consumer behaviour principles in a variety of contexts, and in an ethical manner
5. Communicate their thinking regarding these principles in a style appropriate for a business environment individually and in teams

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems, and
• Ability to work independently
• Teamwork skills