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HE Unit Template
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Consumer Behavior
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BUMKT2201 - Consumer Behavior
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20270200
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Course
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Unit
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2.0
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2026-09-10
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2026-09-10
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Business
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Institute of Innovation, Science & Sustainability
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Business
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Undergraduate
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15
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.125
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080505
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Marketing
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080505 - Marketing
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<a href="http://www.federation.edu.au/locate/unit/bumkt2201">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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6
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Advanced Diploma, Associate Degree
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Intermediate
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1
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<p>This unit enables students to undertake a comprehensive study of personal and group consumer behavior, their determinants and implications for marketing strategy. Students will delve into fundamental aspects of consumer behavior including consumer needs, motivations, goals, perceptions, learning processes, personalities and attitude. The unit also addresses consumer decision-making in various situations, internal and external influences on behavior as they apply to the consumption process. Topics covered include consumer market analysis and trends, patterns of personal and group behavior patterns in the marketing environment, marketing stimuli and strategies in relation to consumer behavior, market segmentation, product positioning, marketing communications, shopping behavior, price and salesperson influences as well as the impact of technology on consumer behavior.</p>
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<p>Topics may include:</p><ul><li>Foundations of Consumer Behaviour</li><li>Consumer Perception and Information Processing</li><li>Consumer Learning, Memory and Behavioural Change</li><li>Consumer Motivation, Emotion and Identity</li><li>Attitudes, Persuasion and Consumer Trust</li><li>Consumer Decision-Making and Behavioural Biases</li><li>Internal, External and Situational Influences on Consumer Behaviour</li><li>Consumer Insights, Market Analysis and Behavioural Research</li><li>Consumption, Customer Experience and Marketing Strategy</li><li>Consumer Welfare, Ethics and Responsible Consumption</li><li>Technology, Artificial Intelligence and the Future of Consumer Behaviour</li></ul><p><br></p><p><br></p>
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<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
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0200
Year
Year
2027
Current Year
2026
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BUMKT2201 - Consumer Behavior
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BUMKT2201 - Consumer Behavior
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Year
2027
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit enables students to undertake a comprehensive study of personal and group consumer behavior, their determinants and implications for marketing strategy. Students will delve into fundamental aspects of consumer behavior including consumer needs, motivations, goals, perceptions, learning processes, personalities and attitude. The unit also addresses consumer decision-making in various situations, internal and external influences on behavior as they apply to the consumption process. Topics covered include consumer market analysis and trends, patterns of personal and group behavior patterns in the marketing environment, marketing stimuli and strategies in relation to consumer behavior, market segmentation, product positioning, marketing communications, shopping behavior, price and salesperson influences as well as the impact of technology on consumer behavior.</p>
Unit content
<p>Topics may include:</p><ul><li>Foundations of Consumer Behaviour</li><li>Consumer Perception and Information Processing</li><li>Consumer Learning, Memory and Behavioural Change</li><li>Consumer Motivation, Emotion and Identity</li><li>Attitudes, Persuasion and Consumer Trust</li><li>Consumer Decision-Making and Behavioural Biases</li><li>Internal, External and Situational Influences on Consumer Behaviour</li><li>Consumer Insights, Market Analysis and Behavioural Research</li><li>Consumption, Customer Experience and Marketing Strategy</li><li>Consumer Welfare, Ethics and Responsible Consumption</li><li>Technology, Artificial Intelligence and the Future of Consumer Behaviour</li></ul><p><br></p><p><br></p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 1</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2201">View unit fees</a>
Requisites
Prerequisite
<p> the student must have achieved at least 60 credit points prior to enrolment</p>
Corequisite
None
Exclusion
<p> must not have completed <a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT2602" target="_blank">BUMKT2602</a></p>
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
1
<p>Analyze consumer decision-making processes and the internal, external, social and digital influences on consumer behaviour using relevant theories and evidence. </p>
2
<p>Evaluate products, marketing activities and value propositions from a consumer behaviour perspective to identify consumer needs, market opportunities and behavioural challenges.</p>
3
<p>Develop and evaluate ethical marketing and communication strategies that respond to consumer needs, influence attitudes and behaviour, and promote consumer well-being.</p>
4
<p>Communicate evidence-based consumer insights and strategic recommendations effectively to diverse audiences, individually and collaboratively</p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Demonstrate how learnings from the unit can be applied in a real-life, business setting.</p>
<p>Consumer Behavior Analysis - Case study/report</p>
<p>20-30%</p>
1
2
<p>Critically analyse and interpret a marketing situation in relation to consumer behaviour through a report and presentation individually or in a group.</p>
<p>Group Consumer Behavior Report and Presentation </p>
<p>30-50%</p>
2, 3, 4
3
<p>Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations.</p>
<p>Individual case analysis and oral defense</p>
<p>20-40%</p>
1, 3, 4
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
<p> </p>
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
<p> </p>
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
<p>3</p><p>Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</p>
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
<p>Level 3 - Student works independently with limited guidance or works within self-determined guidelines appropriate to context</p>
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
<p>Level 2 - Student demonstrates some independence within provided guidelines</p>
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Offering:
<p><strong>Semester 1</strong><p>Ballarat - Mt Helen (On Campus)</p><p>Berwick (On Campus)</p><p>Gippsland - Churchill (On Campus)</p><p>On-line Learning</p></p>
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2201">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT2201 - U2.0