Influencing Consumer Behaviour

Course aim

To provide an in-depth understanding of consumer behaviour and its relevance to marketing decision-making.

Course content

Buying behaviour and buying behaviour theories. Culture, class, and other factors influencing purchase behaviour. Empirical generalisations and models of buying behaviour. Segmentation and purchase behaviour. Consumer attitude, intentions and purchase behaviours. Brand beliefs and brand salience. Consumer as a shopper, reactions to marketing interventions.

Textbook(s)

East, R, Wright, M & Vanhuele, M 2008, Consumer behaviour: applications in marketing, Sage, London

Prerequisite(s)

Nil

Corequisite(s)

Nil

Teaching method

Component	Duration
INTERNAL, CITY WEST
Seminar	3 hours x 11 weeks
EXTERNAL, CITY WEST, DISTANCE EDUCATION
External (Moderated online student discussion board and online staff consultations)	N/A x 11 weeks

Note: These components may or may not be scheduled in every study period. Please refer to the timetable for further details.

Assessment

Assignment Part A, Assignment Part B, Examination

Fees

EFTSL*: 0.125
Commonwealth Supported program (Band 3)
To determine the fee for this course as part of a Commonwealth Supported program, go to:
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Fee-paying program for domestic and international students
International students and students undertaking this course as part of a postgraduate fee paying program must refer to the relevant program home page to determine the cost for undertaking this course.

Non-award enrolment
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* Equivalent Full Time Study Load. Please note: all EFTSL values are published and calculated at ten decimal places. Values are displayed to three decimal places for ease of interpretation.