BUSN2020 Consumer Behaviour - Flinders University

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Flinders City Campus availability offered in 2025.

Overview

This topic focuses on one of the foundations of marketing: consumer behaviour. Students will learn how knowledge about consumer behaviour relates to the marketing of products and services in both the private and public sectors. Subjects covered include: the role of consumer behaviour in marketing; the consumer as an individual; … For more content click the Read More button below.

This topic focuses on one of the foundations of marketing: consumer behaviour. Students will learn how knowledge about consumer behaviour relates to the marketing of products and services in both the private and public sectors. Subjects covered include: the role of consumer behaviour in marketing; the consumer as an individual; the consumer in social and cultural settings; the marketing decision-making process.

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Tuition pattern

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Aims

This topic focuses on the consumer behaviour foundation of marketing. The topic provides an introduction to consumer behaviour and how this knowledge relates to the marketing of products and services.

Learning outcomes

On completion of this topic you will be expected to be able to:

Recognise and explain the consumer behaviour decision making elements that assist in understanding how consumers react to internal and external elements in the buying decision process

Use key conceptual tools of consumer behaviour to guide decisions on the optimum strategy for successful management of the consumer and service delivery

Understand and identify consumer behaviour issues and make recommendations for an improved customer experience

Anticipate customer responses to any given buying situation and recognise potential customer reactions through your understanding of situational influences

Understand how attitudes are formed and how to develop strategies to bring about attitude change

Identify how cultural differences affect consumer behaviour

Assessments

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Requisites information

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Handbook

Consumer Behaviour

BUSN2020

4.5 Units