While we are all consumers in day to day life, few of us fully understand the internal and external mechanisms driving us to behave in certain ways and make specific buying and consumption decisions. For example, what leads to our choices of cars, phones, or holidays? What causes addictive or compulsive consumption such as problem gambling or social media addiction? Are our decisions impacted by internal drives within ourselves or by forces in our external environment such as family and culture? In reality it is often a combination of these influences, thus it is important to understand not only where those influences are coming from, but also how they interact with each other to result in a consumer decision. To facilitate thorough understanding, students are exposed to models and frameworks of consumer decision-making and the effects that various internal and external influences may have on consumer choices and actions. If you have successfully completed the unit MRKT20021 you should not enrol in this unit.
|Student Contribution Band
|Fraction of Full-Time Student Load
Pre-requisites or Co-requisites
Co-requisite: MRKT20052 Advanced Marketing Management
All on-campus students are expected to attend scheduled classes – in some units, these classes are identified
as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa,
must maintain a full time study load and meet both attendance and academic progress requirements in each study
period (satisfactory attendance for International students is defined as maintaining
at least an 80% attendance record).
Term 1 - 2017
This unit has a website, within the Moodle system, which is available two weeks before the start of term. It is important that you visit your Moodle site throughout the term.
Go to Moodle