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Overview

This unit aims to develop students’ understanding of consumer behaviour as a foundation for marketing insights and strategies designed to influence consumer decision-making. Students examine the psychological, social, and situational factors that shape individual and group behaviour and apply relevant theories and evidence to analyse consumer decision-making in contemporary markets and the evolving technological landscape. The unit equips students to translate consumer insights into ethical and effective marketing actions, including the design of consumer experiences and behavioural interventions that support organisational objectives.

Unit learning outcomes

1. Critically analyse consumer behaviour theory and research to interpret diverse markets and evolving technological contexts
2. Analyse a range of consumer behaviours and make recommendations for interventions designed to impact the behaviour patterns.
3. Critically evaluate how consumer behaviour theories, their empirical evidence and tools inform the design and development of strategies and decisions across contexts.
4. Identify and quantify key features in signals of diagnostic and biological importance
5. Communicate consumer behaviour insights and evidence-based recommendations to diverse audiences, and function effectively as a collaborative team member or leader

Teaching methods

Hawthorn

Assessment

Content

• Marketing and consumer insights
• Consumer decision-making processes
• Individual consumer behaviour: influences on judgment, choice and consumption
• Group and social influences on consumer behaviour
• Consumer communication and persuasion
• Consumer culture, identity and meaning in consumption
• Heuristics, biases and behavioural decision-making
• Behavioural interventions, nudges and ethical influence
• Ethics, wellbeing, privacy and responsible use of behavioural influence
• Contemporary issues in digital consumer behaviour, including AI-enabled marketing contexts