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BX2081 - Consumer Behaviour

Credit points: 3
Year: 2023
Student Contribution Band: Band 4
Administered by: College of Business, Law & Governance

This subject focusses on consumer behaviour, which is the study of people in a marketplace and how they think and feel when engaging with brands, organisations or ideas, within the context of an increasingly digital environment. It provides students with a multi-faceted understanding of consumer decision-making by exploring emotions, learning and memory, personality, motivation, perception, attitudes and behavioural change, groups and consumer tribes. In addition, it considers gender identity, beauty ideals and concepts of self, and hence explores the role that products and services play in shaping people's identities. Furthermore, the subject differentiates between ethical and unethical behaviours by both consumers and organisations. This subject will provide students with the opportunity to apply leading-edge theories, models and frameworks to the development of marketing strategy and hence demonstrate 'work-ready' knowledge appropriate to a career in marketing, corporate settings, government and community groups.

Learning Outcomes

  • identify and appraise the psychological and social influences on consumer behaviour and their implications for the development of marketing strategies across a range of organisational contexts;
  • demonstrate knowledge and synthesis of consumer behaviour theories, apply this knowledge to a given market situation and make realistic recommendations;
  • present an analysis of a marketing problem in the for-profit or not-for-profit setting, supported by research and consumer behaviour theory.

Subject Assessment

  • Written > Test/Quiz 1 - (20%) - Individual
  • Written > Research report - (45%) - Individual
  • Performance/Practice/Product > Multimedia production - (35%) - Individual.
Prerequisites: BU1108 OR BU2108 OR BU1008 OR BU2208 OR BU1908 OR BU1808
Inadmissible
Subject
Combinations:
MG2704

Availabilities

JCU Brisbane, Trimester 2, Internal
Census Date 22-Jun-2023
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 20 hours lectures
  • 10 hours tutorials - Synthesising sessions
  • 10 hours online activity - Recordings, online activities & self-directed learning
  • assessment and self-directed study

JCU Singapore, Study Period 51, Internal
Census Date 06-Apr-2023
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 20 hours lectures - may include recorded presentations, online activities & self-learning activities inclusive of lectures, via LearnJCU
  • 20 hours tutorials - may include recorded presentations, online activities & self-learning activities inclusive of synthesising sessions, via LearnJCU
  • assessment and self-directed study

JCU Singapore, Study Period 52, Internal
Census Date 03-Aug-2023
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 20 hours lectures - may include recorded presentations, online activities & self-learning activities inclusive of lectures, via LearnJCU
  • 20 hours tutorials - may include recorded presentations, online activities & self-learning activities inclusive of synthesising sessions, via LearnJCU
  • assessment and self-directed study

Townsville, Trimester 3, Internal
Census Date 05-Oct-2023
Coord/Lect: Dr Breda McCarthy.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 10 hours tutorials - Synthesising sessions
  • 20 hours workshops
  • 10 hours online activity - Recordings, online activities & self-directed learning
  • assessment and self-directed study

Trimester 3, External
Census Date 05-Oct-2023
Coord/Lect: Dr Breda McCarthy.
Workload expectations:

The student workload for this 3 credit point subject is approximately 130 hours.

  • 30 hours online activity - Recordings, online activities & self-directed learning
  • 10 hours online Tutorials - Online Collaborate sessions
  • assessment and self-directed study
Method of Delivery: WWW - LearnJCU

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.