| Semester 2, 2023 Springfield On-campus | |
| Units : | 1 |
| School or Department : | School of Business |
| Grading basis : | Graded |
| Course fee schedule : | /current-students/administration/fees/fee-schedules |
Staffing
Course Coordinator:
Overview
Business success requires the ability to uncover genuine insights about your customers. Which product is going to be a 鈥渉it,鈥� which one is going to 鈥渇lop鈥�? Which aging brand can be revived, which should you let go? Which product positioning will resonate best in the marketplace, and will the market trend last? These are a just a few of the many important business questions faced every day require true customer insight.
Personal intuition about consumers is no longer enough. This course equips students to become disciplined and astute discoverers
This introductory course will provide an essential foundation for understanding consumers and their behaviour. Students will learn the concepts and tools to understand consumers for better value creation. This course takes an action-learning-oriented approach to content delivery where you will gain an understanding of consumer psychology and be able to apply those insights to modern business contexts.
Course learning outcomes
On successful completion of this course students should be able to demonstrate:
- identify, and describe consumer behaviour concepts, theories, principles to solve marketing challenges;
- use initiative, creativity and judgement in the application of consumer behaviour theories and concepts in response to marketing challenges;
- apply ethical and sustainable standards to respond to marketing challenges;
- apply knowledge of advances in technology and digitisation in the analysis of and responses to marketing challenges.
Topics
| Description | Weighting(%) | |
|---|---|---|
| 1. | What and who are consumers? | 20.00 |
| 2. | How do consumers think, feel and act | 20.00 |
| 3. | The impact of disruption and consumer behaviour | 20.00 |
| 4. | Perceptual impacts on consumer behaviour | 20.00 |
| 5. | Building and growing customer segments | 20.00 |
Text and materials required to be purchased or accessed
Student workload expectations
To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.
Assessment details
| Description | Group Assessment |
Weighting (%) |
|---|---|---|
| Workbook 1 | No | 20 |
| Workbook 2 | No | 35 |
| Report | No | 45 |