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.
Intensive - 6 days, 9am - 4:30pm
understanding drivers of choice in retail (30%); written report (35%); report presentation (15%); class participation (20%)
This unit is only available to students enrolled in the Master of Marketing, Graduate Diploma and Graduate Certificate of Marketing.
Assumed knowledge includes the fundamentals of marketing and consumer behaviour theory.