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The study of consumer behaviour is critical to understanding how consumers seek and interpret marketing information in exchange transactions. An understanding of the psychological and sociological aspects of consumers' search and choice processes is also vital for successful marketing strategy development. This course will also provide an essential foundation for the marketing subjects studied later in the program.

Consumer behaviour provides students with an understanding of value sought in an exchange (a concept introduced in MKT1001, Introduction to Marketing). This course unpacks hedonic, utilitarian and social value to facilitate student learning about consumer value and introduces the notion of co-creating value. Students learn how various factors such as: situational contexts, psychological and social cultural influences impact perceptions of value in the exchange in a multitude of markets. Students explore a range of ways in which consumer value can be applied in the marketplace, and consider the ethical nature of value application on consumers.

On successful completion of this course students should be able to demonstrate:

1. an ability to locate, organise and synthesise consumer behaviour concepts, theories, principles and apply them to solve marketing problems;
2. an ability to use initiative, creativity and judgement in the application of consumer behaviour theories and principles;
3. an ability to apply social, ethical and morally responsible standards to marketing solutions;
4. an ability to communicate clearly and concisely in presenting relevant knowledge, solutions and novel ideas to a range of audiences.