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MKTG2004

Consumer Behaviour

Unit

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  • Credit
    25
  • Location
    Curtin PerthCurtin University DubaiCurtin University MalaysiaCurtin Mauritius,  +1
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Outline

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Introduces the role of consumer behaviour and how it is shaped by the social and cultural environment and the psychological foundations. The unit in essence focuses on the decision processes in consumption behaviour in different buying situations. This develops the student's ability to integrate marketing processes at a higher level. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to successfully managing the marketing function. Concepts drawn from various disciplines such as psychology, economics and anthropology are also examined.

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What you'll learn

  • develop and use a framework of analytical tools to analyse how culture, personality, and lifestyle affect the behaviour of consumers
  • explain how consumer attitudes are formed, and consumer opinions changed in order to better understand your own personal consumption experiences
  • evaluate how different sources of group influences can affect and radically change consumers' consumption
  • design specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty
  • highlight the effect of ethnic groups as well as indigenous perspective, knowledge and cultural capabilities on consumer behaviour and the marketing implications for marketers

Advanced standing

At Curtin, we understand that everyone’s study journey has been different.

You may have already studied some of the units (subjects) listed in your Curtin course, or you may have work experience that matches the degree requirements.

If this applies to you, you can apply for credit for recognised learning (CRL), which means your previous study is recognised and matched against a similar unit in your intended Curtin course.

A successful CRL application exempts you from having to complete certain units within your course and means you could finish your degree in a shorter amount of time.

CRL is also known as recognition of prior learning, advanced standing and credit transfer.

Use the CRL search to find out how much CRL you qualify for, or contact us at:

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Location

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Opening hours:
Mon to Fri: 8.30am – 4.30pm, except Tues: 9.30am – 4.30pm (AWST). Closed public holidays.
  • Curtin course code: MKTG2004
  • Last updated on: 05/09/2022