University of Newcastle
Area of Study
Behavioral Science, Consumer Family Studies, Marketing
Taught In English
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.
Host University Units10
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
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.
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
Written Assignment: Case Study Analysis
In Term Test: Mid-term Test
Written Assignment: Group Brand Analysis
Formal Examination: Final Exam
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
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.