Area of Study
Business, Business Administration, Business Management, International Marketing, Merchandising
Taught In English
24108 Marketing Foundations
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 Credits4
Recommended U.S. Quarter Units6
Hours & Credits
OverviewDescriptionA clear understanding of consumer behaviour is critical for developing and evaluating effective marketing strategies. This subject provides a theoretical grounding in the field of customer behaviour examining both the internal and external human factors affecting behaviour and decision-making. It develops an awareness and understanding of customers as the central focus of marketing action, and discusses relevant theories developed in marketing, psychology and other behavioural sciences. This subject develops students' abilities to apply customer behaviour concepts to marketing problems.Subject objectivesUpon successful completion of this subject students should be able to:1. explain theoretical foundations of consumer behaviour and consumer experiences2. apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts.Contribution to the development of graduate attributesEffective marketing builds on an in-depth understanding of how consumers behave and what they experience. This subject develops knowledge and skills to link theories of consumer behaviour to marketing decision-making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect consumer behaviour and experiences. This subject develops skills linked to the Faculty's graduate attribute that looks at developing critical thinking, creativity and analytical skills.Teaching and learning strategiesThis subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate, and the workshops are built around in-class exercises and presentations. These classes are supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) is used to share information and encourage interaction between staff and students. Students also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.ContentThe subject addresses topics like the following:Consumer attention and comprehension, memory, judgment and choiceApproaches to persuasion: message-learning, cognitive, self-persuasion and social influenceMarketing practice and consumer behaviourManagerial decision-making in marketingAssessmentAssessment task 1: Mid-semester exam (Individual)Objective(s):This addresses subject learning objective(s):1 and 2Weight: 30%Assessment task 2: Project Report (Group)Objective(s):This addresses subject learning objective(s):1 and 2Weight: 30%Assessment task 3: Final Exam (Individual)Objective(s):This addresses subject learning objective(s):1 and 2Weight: 40%Minimum requirementsTo pass the subject, students must achieve at least 50% of the final overall grade.
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.