MKB2402 - Consumer behaviour - 2017

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Dr Malcolm Kennedy

Unit guides



  • First semester 2017 (Day)


Consumer behaviour explores the internal psychological factors that influence consumers in both the B2C and B2B contexts. It also provides a broad understanding of the potential for external social factors to influence the purchase decisions and behaviours of consumers. The concepts covered in this unit offer insight into the ways in which organisational strategies and tactics are shaped by two-way dialogue with consumers.


The learning goals associated with this unit are to:

  1. explain the importance for organisations to understand the needs, motivations, perceptions and attitudes of their customers
  2. compare and contrast the various ways customers learn about products and services
  3. critique the theoretical explanations associated with consumer decision making and outline common cognitive biases and heuristics used by consumers
  4. apply knowledge of customer behaviour to the process of identifying and profiling market segments
  5. explain how the concepts and theories covered in this course can influence the ways organisations configure their marketing mix
  6. recognise the need for organisations to consider government and industry standards when developing their marketing mix.


Within semester assessment: 50% + Examination: 50%

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)