Consumer behaviour

Every student, and in fact, every individual is a consumer. Consumer behaviour is a study of the factors that explain and predict consumption related behaviour in individuals and organisations alike. Behavioural concepts and theories relating to consumer behaviour and consumer decision making process are covered.

Consumer behaviour focuses on individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes. All these intrinsic factors influence consumption behaviour. On the other hand, consumer behaviour covers external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture. These external influences often have a bearing on consumption behaviour. In this unit, you will gain a better understanding of the consumer and influences of consumer behaviour.

Case-based teaching - This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.

Problem-based learning - This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.

Enquiry-based learning - This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.

Active learning - This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.