James Cook University Subject Handbook - 2023

BX2081 - Consumer Behaviour

Subject Description

This subject focusses on consumer behaviour, which is the study of people in a marketplace and how they think and feel when engaging with brands, organisations or ideas, within the context of an increasingly digital environment. It provides students with a multi-faceted understanding of consumer decision-making by exploring emotions, learning and memory, personality, motivation, perception, attitudes and behavioural change, groups and consumer tribes. In addition, it considers gender identity, beauty ideals and concepts of self, and hence explores the role that products and services play in shaping people's identities. Furthermore, the subject differentiates between ethical and unethical behaviours by both consumers and organisations. This subject will provide students with the opportunity to apply leading-edge theories, models and frameworks to the development of marketing strategy and hence demonstrate 'work-ready' knowledge appropriate to a career in marketing, corporate settings, government and community groups.

Learning Outcomes

• identify and appraise the psychological and social influences on consumer behaviour and their implications for the development of marketing strategies across a range of organisational contexts
• demonstrate knowledge and synthesis of consumer behaviour theories, apply this knowledge to a given market situation and make realistic recommendations
• present an analysis of a marketing problem in the for-profit or not-for-profit setting, supported by research and consumer behaviour theory

Subject Assessment

• Written > Test/Quiz 1 - (20%) - Individual
• Written > Research report - (45%) - Individual
• Performance/Practice/Product > Multimedia production - (35%) - Individual

Note that minor variations might occur due to the continuous subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.

Inadmissible Subject Combinations:  MG2704

Availabilities