Course Title: Consumer Psychology and Behaviour

Part A: Course Overview

Course Title: Consumer Psychology and Behaviour

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


RMIT University Vietnam


830H School of Business and Management


Viet3 2017,
Viet2 2018,
Viet1 2019,
Viet3 2019,
Viet2 2020,
Viet1 2021,
Viet2 2021,
Viet1 2022


RMIT Vietnam Hanoi Campus


830H School of Business and Management


Viet3 2019,
Viet2 2020,
Viet1 2021,
Viet2 2021,
Viet1 2022

Course Coordinator: Nguyễn Yến Khanh

Course Coordinator Phone: +842837761300 ext 1307

Course Coordinator Email:

Course Coordinator Location: 2.2.20

Course Coordinator Availability: by appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Why do consumers behave the way they do. As a marketer you need to understand the underlying factors influencing consumer decisions and its impact on the marketing decisions of a company. Data can tell us a lot, but we need profound psychological insight into consumer and user behaviour to be able to understand what people want and need - and to entice our audience to engage with our brand rather than a competitor's. This course will explore theory and research on consumer/user behaviour that influences marketing decisions, as well as encourage students to apply these theories and findings to generate ideas for developing effective marketing techniques and tactics.

Objectives/Learning Outcomes/Capability Development

Students will be able to recognize consumer strategies used by company's to influence and motivate customer purchase. Students will also be able to recommend appropriate strategies to influence consumer psychology and generate purchase and satisfaction. 

On completion of this course you should be able to:
CLO1 - Discuss the psychological processes that underlie the effectiveness of marketing strategy

CLO2 – Understand the major influences on consumer decision making

CLO3 – Apply consumer behaviour theories into real world marketing scenarios and analyse the effectiveness of the strategies applied

CLO4 – Provide recommendations based on consumer behaviour patterns and evaluate feasibilities of these


Overview of Learning Activities

Learning activities will be predominantly experiential in nature with opportunities to apply and practice effective communication skills and techniques in a range of different business contexts. The learning activities will be project-based with a mix of individual work and teamwork and will include workshops, practical exercises, simulations and fieldwork. You will have the opportunity to receive feedback from your peers, academics and industry as well as give feedback to others. You will also be afforded opportunities to reflect on their own advancement and skills development.

Overview of Learning Resources

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. Additional industry-based resources may be available to you depending on the nature of your placement.

Overview of Assessment

 Assessment Tasks Weighting  Linked Learning Outcomes
Assessment 1  30% 1,2
Assessment 2  30% 1,2,3
Assessment 3  40% 1,2,3,4