BX2081 - Consumer Behaviour

This subject is designed to provide a comprehensive coverage of consumer behaviour and builds on the basic introduction to consumer behaviour addressed in marketing fundamentals. The foundation of this subject is based on the premise that the ultimate consumer is critical to the success of marketing efforts. Understanding how and why internal, external and situational factors influence the decision making process and behaviour of consumers is the focus of the subject. Consumer trends are examined and marketing implications are discussed. Knowledge gained from this subject is important for later subjects such as marketing communications and strategic marketing. This subject is a core requirement for the marketing major and builds on work undertaken in BU1008.

Learning Outcomes

• apply the concepts from consumer behaviour to the development of an effective marketing program;
• identify major ethical problems related to marketing activities;
• demonstrate effective communication skills and the ability to work with others in a professional manner;
• analyse and evaluate the buyer's decision-making process;
• critically analyse and evaluate the effects of various internal, external and situational factors on the buyer's decision making process.

Graduate Qualities

• The ability to adapt knowledge to new situations;
• The ability to define and to solve problems in at least one discipline area;
• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to deploy critically evaluated information to practical ends;
• The ability to find and access information using appropriate media and technologies;
• The ability to evaluate that information;
• An understanding of the economic, legal, ethical, social and cultural issues involved in the use of information;
• The ability to select and organise information and to communicate it accurately, cogently, coherently, creatively and ethically;
• The acquisition of coherent and disciplined sets of skills, knowledge, values and professional ethics from at least one discipline area;
• The ability to reflect on and evaluate learning, and to learn independently in a self directed manner;
• The ability to read complex and demanding texts accurately, critically and insightfully;
• The ability to speak and write clearly, coherently and creatively;
• The ability to communicate effectively with a range of audiences;
• The ability to lead, manage and contribute effectively to teams;
• The ability to work with people of different gender, age, ethnicity, culture, religion and political persuasion;
• The ability to work individually and independently;
• The ability to use online technologies effectively and ethically.

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.