Course Title: Consumer Behaviour

Part A: Course Overview

Course Title: Consumer Behaviour

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 2 2006,
Sem 1 2007,
Sem 2 2007,
Sem 1 2008,
Sem 2 2008,
Sem 1 2009,
Sem 2 2009,
Sem 1 2010,
Sem 2 2010,
Sem 1 2011,
Sem 2 2011,
Sem 1 2012,
Sem 2 2012,
Sem 1 2013,
Sem 2 2013,
Sem 1 2014,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 2 2016,
Sem 1 2017,
Sem 2 2017

Course Coordinator: Dr Foula Kopanidis

Course Coordinator Phone: +61 3 9925 5475

Course Coordinator Email:

Course Coordinator Location: 80.11.86

Course Coordinator Availability: Please check with course coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008994 - Marketing Management

Course Description

All organisations have consumers who ultimately seek, purchase, evaluate, use and dispose of products and services that they expect will satisfy their personal needs. This course provides the foundation for understanding the motivations and behaviours influencing customers, which is an essential pre-requisite to the development of effective Marketing and Corporate strategy. In the context of a decision making model, this course will explore the internal, external and situational influences driving the what, where, when, why and how of Consumer Behaviour.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Explore and compare the core theories of consumer behaviour in both consumer and organisational markets
  2. Apply and demonstrate theories to real world marketing situations by profiling and identifying marketing segments
  3. Appraise models of Consumer Behaviour and determine their relevance to particular marketing situations
  4. Apply and enhance abilities to input this knowledge in the marketing planning process, particularly in market segmentation, positioning, and marketing mix development
  5. Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics
  6. Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research

Overview of Learning Activities

Consumer Behaviour theories and concepts will be explored, critiqued and discussed through cases studies and real world examples. The course focuses on class activities that are engaging, interactive and demand participation from all students in the class. Students are encouraged to become responsible independent learners and use constructive feedback to direct the development of their learning goals. The planned assessment (especially preparation of the case study) is a key aspect of the learning experience in this course. The expectation is that students will be fully prepared for each class. You will work through different applications of Consumer Behaviour and recognise its critical role marketing strategy development. Instruction may involve a combination of lectures, group discussions, and project questions, research projects.

Overview of Learning Resources

Learning resources include:

  1. Consumer behaviour and marketing resources.
  2. Practitioner and theory related journal articles in the field of consumer research
  3. Academic readings including journal and papers associated with consumer behaviour
  4. Other resources as deemed necessary.

Various learning resources are available online through myRMIT Studies\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.
Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.
Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 20%
Linked CLOs: 1, 2, 5
Assessment Task 2: 30%
Linked CLOs: 1, 2, 3, 4, 6
Assessment Task 3: 50%
Linked CLOs: 1, 3, 4, 6

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.