Consumption is a universal phenomenon of human society, and understanding consumer behaviour is fundamentally critical to marketers and policymakers. This unit explores the science of consumer behaviour, an interdisciplinary field that integrates knowledge and discovery from marketing, psychology, anthropology, sociology, demography, and economics. In this unit you will examine models and frameworks of consumer decision making, as well as the impacts of internal and external factors on thoughts, feelings, and actions of consumers. Furthermore, you will learn to implement consumer behaviour principles to facilitate the development of successful marketing campaigns.

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Feedback from Student feedback.

Positive comments about the teaching staff involved in delivering this unit.

The teaching staff in the future offerings of this unit will be encouraged to keep delivering the unit contents in an effective, supportive, and engaging manner.

Feedback from Staff self-reflection.

The designing of assessments in this unit has been based on reaching a balance of involving valuable consumer behaviour theories and a high level of relevancy to the real-world scenarios.

The teaching staff in the future offerings of this unit will be encouraged to continue the practice of designing assessments that integrate critical consumer behaviour theories and are highly relatable to real-world contexts.

Feedback from Student feedback.

Student suggestion that the unit coordinator could ask questions to make students think.

The unit coordinator in the future offerings of this unit will be encouraged to embed more questions into the delivery of classes, particularly those questions which could motivate students to think.