MKTG 1004 Consumer Behaviour (WSTC)

Credit Points 10

Legacy Code 700027

Coordinator Bader Mehdi Opens in new window

Description A focus on the consumer is critical in marketing philosophy. Effective marketing strategies are necessarily formulated as a result of the understanding of basic consumer behaviour. The aim of the unit Consumer Behaviour is to introduce students to consumer behaviour as a critical component in marketing philosophy, and fundamental to the development of effective marketing strategies. This unit applies concepts, theories and models derived from disciplines such as sociology, anthropology, psychology, economics, and mass communications theory to a consumer context. Students will learn to apply such concepts, theories and models through a range of individual and collaborative means using a blended learning design that draws on current and future consumer trends in various market places.

School Business

Student Contribution Band HECS Band 4 10cp

Check your HECS Band contribution amount via the Fees page.

Level Undergraduate Level 1 subject

Equivalent Subjects MKTG 1003 - Consumer Behaviour

Restrictions Students must be enrolled at Western Sydney University, The College. Students enrolled in extended diplomas must pass 40 credit points from the preparatory subjects listed in the program structure prior to enrolling in this University level subject.

Learning Outcomes

On successful completion of this subject, students should be able to:
  1. Demonstrate understanding of key consumer behaviour theories, concepts, models and frameworks.
  2. Apply relevant theory to explain consumer behaviour in the marketplace/space.
  3. Discern how consumer behaviour informs marketing practices.
  4. Explain the relevance of Australia�fs First People in a consumer behaviour and marketing context.
  5. Explain the importance of social, economic and environmentally responsible consumer behaviour and marketing practice.
  6. Collaborate effectively in teams.

Subject Content

1. Overview of consumer behaviour.
2. Introduction to theory.
3. External, social influences of culture, sub-culture, social class and non-family and family groups (reference groups) and lifestyle.
4. The diffusion of innovations.
5. Internal, psychological influences of involvement, motivation, learning and memory, perception and information-processing, attitude formation and change, personality, self-concept, emotion.
6. Situational influences.
7. The consumer decision-making process involving: problem recognition, information search, evaluating alternatives, purchase and post-purchase behaviour.
8. Consumerism, ethics, public policy.
9. Future trends in consumer behaviour.
10. Marketing implications of consumer behaviour including, but not limited to: market research, segmentation, marketing strategy, planning and evaluation, and marketing decisions relating to product, promotion, place and price.

Assessment

The following table summarises the standard assessment tasks for this subject. Please note this is a guide only. Assessment tasks are regularly updated, where there is a difference your Learning Guide takes precedence.

Item Length Percent Threshold Individual/Group Task
In class quiz 1 hour 10 N Individual
Case Study 1000 words 20 N Individual
Group project 1500 words & 20 minute presentation Group component (20%) (1,2,3,6) Individual Componment (10%) (1,2,3) 30 N Both (Individual & Group)
Final examination 2 hours 40 N Individual

Prescribed Texts

  • Garlin, F (comp) 2014, 200084 Consumer behaviour, 7th edn, McGraw Hill.

Teaching Periods

2022 Trimester 1

Bankstown

Day

Subject Contact Bader Mehdi Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

View timetable Opens in new window

Parramatta City - Macquarie St

Day

Subject Contact Bader Mehdi Opens in new window

Attendance Requirements 80% attendance rate is imposed in all core subjects’ due to the nature of class activities that are aligned with subject assessments.

View timetable Opens in new window

Structures that include subject