Consumer Behaviour

University of Newcastle

Course Description

  • Course Name

    Consumer Behaviour

  • Host University

    University of Newcastle

  • Location

    Newcastle, Australia

  • Area of Study

    Behavioral Science, Consumer Family Studies, Marketing

  • Language Level

    Taught In English

  • Prerequisites

    Assumed Knowledge

    MKTG2100 Principles of Marketing

  • 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

  • Host University Units

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


    Understanding how and why consumers behave in a given way enables marketers to design and implement better marketing strategies. Consumer Behaviour focuses upon understanding consumer decision-making processes and the various factors that influence these processes. Collaborative work processes, inquiry and communication skills within marketing contexts are focused upon for student attribute development.

    Learning Outcomes

    1. Discuss the rationale for studying consumer behaviour.

    2. Identify and explain factors which influence consumer behaviour inclusive of society and culture.

    3. Demonstrate how knowledge of consumer behaviour can be applied to marketing.

    4. Develop communication skills both orally and in writing within marketing contexts

    5. Demonstrate the capability to work both independently and in a team environment employing inquiry processes to complete marketing projects.


    Topics in this course may include:

    Consumers in the marketplace
    Consumers as individuals - perception, learning and memory, motivation and values, the self, personality and lifestyles, attitudes, attitude change
    Consumers as decision makers - individual decision making, buying and disposing, group influence and opinion leadership, household decision making
    Consumers and subcultures - social class, ethnic racial and religious subcultures, age subcultures
    Consumers and culture - cultural influences, diffusion of global consumer culture

    Assessment Items

    Written Assignment: Case Study Analysis

    In Term Test: Mid-term Test

    Written Assignment: Group Brand Analysis

    Formal Examination: Final Exam

    Contact Hours


    Face to Face On Campus 2 hour(s) per Week for 12 Weeks


    Face to Face On Campus 1 hour(s) per Week for 11 Weeks

Course Disclaimer

Courses and course hours of instruction are subject to change.

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.