Consumer Behaviour (UniSA)

Undergraduate | 2026

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Mode icon
Mode
Mode
Your studies will be on-campus, and may include some online delivery
On campus
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Area/Catalogue
MARK 1017
Course ID icon
Course ID
207536
Campus icon
Campus
Adelaide City Campus
Level of study
Level of study
Undergraduate
Unit value icon
Unit value
6
Course owner
Course owner
Adelaide University
Course level icon
Course level
1
Work Integrated Learning course
Work Integrated Learning course
No
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Inbound study abroad and exchange
Inbound study abroad and exchange
The fee you pay will depend on the number and type of courses you study.
No
University-wide elective icon
University-wide elective course
No
Single course enrollment
Single course enrolment
No

Course overview

This course will familiarise students with the concepts of individual consumer behaviour, and to acquaint students with applications of these concepts in the market place. This includes the following: Consumer behaviour theories; empirical generalisations; customer loyalty; memory and mental availability (brand salience); patterns in belief and attitude data; influences on purchasing behaviour; segmentation; customer satisfaction/service quality; word of mouth recommendation; motivations; perceptions.

Course learning outcomes

  • Describe key aspects of consumer behaviour and market segmentation.
  • Describe the complexities of consumer decision making processes.
  • Apply a number of widely generalised consumer behaviour models.
  • Assess the value of scientific investigation of consumer behaviour issues.
  • Apply consumer behaviour theory to practical marketing problems.
  • Demonstrate Business Enterprise Skills in the context of the Marketing discipline: i) Problem Solving (foundation level); and ii) Teamwork (foundation level).

Prerequisite(s)

N/A

Corequisite(s)

  • If the following courses have not already been completed THEN must be enrolled in 1 of MARK1000 Marketing Principles/MARK1009 Marketing Principles: Trading and Exchange/MARK1013 UO Marketing Principles: Trading and Exchange

Antirequisite(s)

  • Must not have completed MARK1008 Consumer Behaviour at the University of South Australia OR must not have completed MARK1016 UO Consumer Behaviour at the University of South Australia

Assumed knowledge

N/A

Textbook(s)

N/A

Inherent requirements

N/A

Other resources

N/A

Assessment

N/A

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The Student Contribution amount displayed below is for students commencing a new program from 2021 onwards. If you are continuing in a program you commenced prior to 1 January 2021, or are commencing an Honours degree relating to an undergraduate degree you commenced prior to 1 January 2021, you may be charged a different Student Contribution amount from the amount displayed below. Please check the Student Contribution bands for continuing students here. If you are an international student, or a domestic student studying in a full fee paying place, and are continuing study that you commenced in 2025 or earlier, your fees will be available here before enrolments open for 2026.