Course Title: Consumer Behaviour

Part A: Course Overview

Course Title: Consumer Behaviour

Credit Points: 12.00

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1101	City Campus	Postgraduate	625H Economics, Finance and Marketing	Face-to-Face	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 2017, Sem 2 2018, Sem 1 2019, Sem 2 2019, Sem 1 2020, Sem 2 2020, Sem 1 2021, Sem 2 2021, Sem 1 2022, Sem 2 2022, Sem 1 2023, Sem 2 2023, Sem 1 2024, Sem 2 2024

Flexible Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2017 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2018 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2018 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2019 (KP3), JanJun2019 (All)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2019 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2020 (KP1), JanJun2020 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2020 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2021 (KP1), JanJun2021 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2021 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2022 (KP1), JanJun2022 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2022 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2023 (KP1), JanJun2023 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2023 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2024 (KP1), JanJun2024 (KP3)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JulDec2024 (KP5)
MKTG1391	RMIT Online	Postgraduate	625H Economics, Finance and Marketing	Internet	JanJun2025 (KP1)

Course Coordinator: Kaleel Rahman

Course Coordinator Phone: +61 (3) 99255708

Course Coordinator Email: kaleel.rahman@rmit.edu.au

Course Coordinator Location: Melbourne Campus Building 80 

Course Coordinator Availability: By appointment via email 

Pre-requisite Courses and Assumed Knowledge and Capabilities

Recommended Prior Study:

• 008994 - Marketing Management or 008905 - Marketing for Managers

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.

 

Successful completion of this course contributes to attaining the following Australian Marketing Institute (AMI) Marketers’ professional competencies: 

2. Customer experience    

Objectives/Learning Outcomes/Capability Development

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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\Canvas. The lecture notes and workshop notes are posted on Canvas.

Resources are also available online through RMIT Library databases and other facilities. Visit the RMIT library website for further details. Assistance is available online via our chat and email services, face to face at our campus libraries or via the telephone on (03) 9925 2020.

Additional resources and/or sources to assist your learning will be identified by your course coordinator and 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: 50%
Linked CLOs: 1, 2, 3, 4, 5, 6

Assessment Task 3: 30%
Linked CLOs: 1, 2, 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.