MKB2703 - Consumer psychology - 2019

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

Chief examiner(s)

Dr Fiona Newton


Dr Fiona Newton

Unit guides



  • First semester 2019 (On-campus)


MKC2110, MKF2111, MKS2402, MKW2402.


A key role of consumer psychology is to provide organisations with insights into how consumers think, feel, and act.

In this unit, you will explore the psychology behind consumer decision making and behaviour. You will examine ways in which marketers leverage consumer needs, motivations, and perceptions to configure product and service offerings. Using this knowledge, you will gain practical experience in developing consumer profiles as well as positioning and strategies for various products and services. This unit of study is also designed to strengthen students' skills in identifying consumer insights.


The learning goals associated with this unit are to:

  1. explain how psychological characteristics of consumers can influence consumer decision making
  2. discuss how external factors can influence consumer decision making
  3. discuss core theoretical explanations of consumer decision making
  4. apply acquired knowledge of consumer psychology to segment markets and develop appropriate marketing strategies.


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