Consumer Behaviour

Queensland University of Technology

Course Description

  • Course Name

    Consumer Behaviour

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study


  • Language Level

    Taught In English

  • Prerequisites

    BSB126 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.

    Hours & Credits

  • Credit Points

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    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 Outcomes
    Upon completion of this unit, you should be able to:
    1. Explain the key principles of consumer behaviour and demonstrate a comprehensive understanding of the complexity and variability of consumer behaviour
    2. Analyse real-world marketing problems and recommend creative solutions
    3. Communicate effectively; in writing, verbally and electronically
    This unit covers the purchasing process of consumers by examining both the internal and external influences on the consumer.
    Internal influences refers to:
    • perception
    • learning
    • memory
    • personality
    • motivation
    • emotion
    • attitudes
    External influences refers to:
    • culture
    • situational factors
    • groups
    • demographics
    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 Learning
    This 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.
    Assessment name: Consumer Behaviour Portfolio
    Description: 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 words
    Formative or Summative: Formative and Summative
    Relates to objectives:1
    Weight: 25
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 7
    Assessment name: Consumer Behaviour Report
    Description: 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 words
    Formative or Summative: Formative and Summative
    Relates to objectives: 2, 3
    Weight: 35
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 12
    Assessment name: Final Exam
    Description: The final exam will consist of multiple choice and long answer questions.
    Length/Duration: 2 hours + 10 minutes perusal
    Formative or Summative: Summative
    Relates to objectives: 1, 2
    Weight: 40
    Internal or external: Internal
    Group or individual: Individual
    Due date: Central Exam Period

Course Disclaimer

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.