Understanding Consumers (M)

Postgraduate | 2026

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Area/Catalogue
MARK 5013
Course ID icon
Course ID
204124
Level of study
Level of study
Postgraduate
Unit value icon
Unit value
6
Course level icon
Course level
5
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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

  • Understand and explain the nature and scope of consumer behaviour and present about this in a professional and engaging manner
  • Identify and explain factors which influence consumer behaviour and demonstrate how knowledge of consumer behaviour can be applied to in practice to marketing
  • 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
  • Identify and discuss characteristics and challenges in dealing with consumer behaviour for firms in the modern world including cultural and ethical implications
  • Gather, evaluate and synthesise information and existing knowledge from a number of sources and experiences while displaying critical thinking and problem solving skills
  • Work effectively and efficiently in a team addressing consumer behaviour topics

Prerequisite(s)

N/A

Corequisite(s)

N/A

Antirequisite(s)

N/A