Course Title: Consumer Behaviour

Part A: Course Overview

Course Title: Consumer Behaviour

Credit Points: 12.00

Course Code




Learning Mode

Teaching Period(s)


City Campus


135H Applied Sciences


Sem 1 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009,
Sem 2 2010,
Sem 2 2011,
Sem 2 2012


City Campus


135H Applied Sciences


Sem 1 2006

Course Coordinator: Mr John Glass

Course Coordinator Phone: +61 399253881

Course Coordinator Email:

Course Coordinator Location: Building 7, Level 3, Room 46

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

A study of consumer behaviour, that is how individuals make decisions to spend their available resources on consumption related items. This includes an examination of consumer behaviour in the process of searching, using, evaluating and disposing of the products and services, which they select to satisfy their needs.

Objectives/Learning Outcomes/Capability Development

At the completion of this course a student should be able to:
• Discuss and evaluate the impact of researching consumer behaviour on government and commercial sectors and community groups
• Describe consumer’s needs and motivations, and their social and cultural context and be able to evaluate their influences in the decision making process
• Apply consumer decision making models to strategic marketing and policy development
• Analyse the decision making process and be able to apply this to marketing strategies
• Recognise and discuss the influences of reference groups on consumer decision making
• To assimilate, comprehend and integrate knowledge to enable recall for problem analysis and solving.
• To possess the technical capability for identifying the most effective and relevant instruments and processes.
• To apply scientific principles to diagnose and solve problems.
• To communicate in a range of forms (written, graphic and oral).
• To possess personal and professional awareness as displayed by an appreciation of economic, political, environmental and social/cultural factors, which give rise to real world problems.
• To be self-motivated and personally responsible and also to work effectively in a team environment.

Overview of Learning Activities

The learning activities included in this course are attendance at lectures, completion of tutorial questions, research projects, written assignments and oral presentations and finally private study and group based activities.

Overview of Learning Resources

Students will be provided with lists of relevant texts, library resources (Including appropriate journals) and freely accessible Internet sites. Other material will be provided in class. Students will be able to accesss course information and learning material through the Learning hub (also known as online@RMIT)

Overview of Assessment

The Assessment for this course comprises a combination of any of the following: library assignment, a small research project, a student presentation and/or an end of semester examination.