Faculty of Business and Economics

Monash University

Undergraduate - Unit

This unit entry is for students who completed this unit in 2015 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.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedPeninsula Second semester 2015 (Day)
Coordinator(s)Dr Fiona Newton


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.


The learning goals associated with this unit are to:

  1. demonstrate understanding of the core concepts associated with motivation, perception, memory, personality, and attitude formation and change
  2. understand and apply social cognitive theory to marketing contexts
  3. 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
  4. demonstrate ability to apply knowledge of consumer psychology and behaviour to segment markets and develop appropriate marketing strategies
  5. explain how an understanding of consumer psychology can influence the development of marketing communication messages.


Within semester assessment: 60%
Examination: 40%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)