Contemporary Consumer Behaviour (MKTG6204)


This unit explores contemporary consumer behaviour and how this knowledge can be useful in assisting marketing managers to enhance their decision-making in contemporary markets. To achieve this objective, the unit moves beyond basic consumer behaviour theory to understand how contemporary consumers behave across a wide variety of contexts, including commercial and not-for-profit markets. Where appropriate the unit explores various techniques of investigating consumer behaviour and developing a consumer centric approach. The unit also highlights how knowledge of consumer insights can appropriately be linked to various marketing practices so as to increase the likelihood of achieving marketing goals.

Our courses that offer this unit of study

Further unit of study information


Intensive - 6 days, 9am - 4:30pm


fundamental quizzes (10%), written report (25%), report presentation (20%), class participation (15%), exam (30%)

Faculty/department permission required?


Unit of study rules

Assumed knowledge

Assumed knowledge includes the funadamentals of marketing and consumer behaviour theory.

Additional Information

This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing

Study this unit outside a degree

Non-award/non-degree study

If you wish to undertake one or more units of study (subjects) for your own interest but not towards a degree, you may enrol in single units as a non-award student.

Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.