Undergraduate - UnitMKP2701 - Consumer psychology

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Peninsula Second semester 2014 (Day)
Coordinator(s)	Dr Fiona Newton

Synopsis

This unit draws upon the concepts and theories developed in the social sciences to provide students with an introduction to the complex area of consumer psychology and decision-making. Students will explore core concepts associated with motivation, perception, memory, social cognition, personality, and attitude formation and change in the context of how businesses and organisations configure their services/products and communicate value to consumers. Students will also examine the potential for group influences to impact on the behaviour of consumers and gain an in-depth understanding of the importance of market segmentation and targeting.

Outcomes

The learning goals associated with this unit are to:

demonstrate understanding of the core concepts associated with motivation, perception, memory, personality, and attitude formation and change
understand and apply social cognitive theory to marketing contexts
develop a working knowledge of how consumer needs, motivations, perceptions, and attitudes can influence the ways in which businesses and organisations configure their services/products
demonstrate ability to apply knowledge of consumer psychology and behaviour to segment markets and develop appropriate marketing strategies
explain how an understanding of consumer psychology can influence the development of marketing communication messages.