Queensland University of Technology
Area of Study
Taught In English
PrerequisitesBSB126 or CTB126 or BSB116 or BSB117
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewSynopsis:This unit provides students with the fundamental theories and models to develop a sound understanding of consumers, their needs, and behaviours. It provides a detailed examination of the consumer decision process and the internal and external influences on this core decision process. The unit also assists students in applying this knowledge to the development, implementation and evaluation of marketing activities within an organisation.Learning OutcomesUpon completion of this unit, you should be able to:
ContentThis unit covers the purchasing process of consumers by examining both the internal and external influences on the consumer.Internal influences refers to:
- Explain the key principles of consumer behaviour and demonstrate a comprehensive understanding of the complexity and variability of consumer behaviour
- Analyse real-world marketing problems and recommend creative solutions
- Communicate effectively; in writing, verbally and electronically
External influences refers to:
Students will use philosophical paradigms to also examine the ethics of marketing to consumers in terms of the level of freewill and choice they are able to exercise. The generic capabilities this unit develops are knowledge of the topic area, communication skills, problem-solving skills and critical thinking.Approaches to Teaching and LearningThis unit adopts teaching and learning methodologies that includes the presentation of the main consumer behaviour theories and models. A lecture format will be used to present the theoretical concepts (objective 1) while tutorials will be used to practice these theories through the use of experiential activities to provide opportunities for students to link theory to practical marketing and business environments (objective 2). Students are also taught communication skills using expert guest speakers (objective 3). This balance between theory and practice is also reflected in the assessment.This approach is designed to foster critical enquiry and intellectual debate of consumer behaviour theories as well as creativity to solve marketing problems.AssessmentAssessment name: Consumer Behaviour PortfolioDescription: Students will undertake activities in the tutorials that require insightful understanding of their own consumer behaviour. Students will select three of the six activities to compile into a portfolio.Length/Duration: 1250 wordsFormative or Summative: Formative and SummativeRelates to objectives:1Weight: 25Internal or external: InternalGroup or individual: IndividualDue date: Week 7Assessment name: Consumer Behaviour ReportDescription: Students are required to select from a list of consumer behaviour problems currently being experienced by real organisations, and generate marketing recommendations based on consumer behaviour theory.Length/Duration: 1,750 wordsFormative or Summative: Formative and SummativeRelates to objectives: 2, 3Weight: 35Internal or external: InternalGroup or individual: IndividualDue date: Week 12Assessment name: Final ExamDescription: The final exam will consist of multiple choice and long answer questions.Length/Duration: 2 hours + 10 minutes perusalFormative or Summative: SummativeRelates to objectives: 1, 2Weight: 40Internal or external: InternalGroup or individual: IndividualDue date: Central Exam Period
- situational factors
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.