Consumer Behaviour and Insights

Postgraduate | 2026

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Area/Catalogue
MARK 5005
Course ID icon
Course ID
201753
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
1
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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.
Yes
University-wide elective icon
University-wide elective course
Yes
Single course enrollment
Single course enrolment
Yes
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Note:
Course data is interim and subject to change

Course overview

This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.

Course learning outcomes

  • Identify and explain factors which influence consumer behaviour and demonstrate how knowledge of consumer behaviour can be applied to marketing practice;
  • Discuss and apply empirical generalisations and models that describe consumer behaviour patterns
  • Provide a theoretical and practical basis for assessing consumer behaviour using real-world examples and report on this in a professional, logical and coherent way;
  • Gather, evaluate and synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem-solving skills;
  • Understand and explain the nature and scope of consumer behaviour and address this in a professional and engaging manner: individual and team work

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A