MKT20025 · Swinburne University of Technology
Consumer Behaviour
- Credit points
- 12.5
- Level
- 2
- Workload
- ≈ 13 h / week
- Faculty
- Business
What it covers
This unit aims to introduce students to key consumer behaviour theories and concepts such as psychological influences (needs, motivations, personality, perception, learning and attitudes) and external influences (family, social class, culture and subcultures). Students will learn about the diffusion and adoption of innovation, digital marketing, and social marketing, and the ways in which these can be used to influence consumer behaviour. Students will apply their knowledge to practical, realistic contexts to develop innovative solutions to business problems
Assessment
| Task | Type | Weight |
|---|---|---|
| Presentation | Individual/Group | 30% |
| Reflection | Individual | 40% |
| Report | Individual | 50% |
When and where
| Teaching period | Campus | Mode |
|---|---|---|
| Semester 2 | Hawthorn | On campus |
| Teaching Period 3 | Online | Online |
| Semester 1 | Hawthorn | On campus |