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HE Unit Template
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Consumer Behaviour
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BUMKT2602 - Consumer Behaviour
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20240200
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Course
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1.3
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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/bumkt2602">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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7
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Bachelor Degree
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Intermediate
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1
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<p>This unit provides students with an in-depth understanding of the psychological, social, and environmental factors that influence individual and group consumer behavior. It explores how consumer insights inform marketing strategy and decision-making. Key topics include consumer decision-making processes, internal influences such as perception, motivation, and personality, and external influences including culture, social groups, and marketing stimuli. The unit also examines the role of technology in shaping retail environments and consumer interactions. Emphasis is placed on applying behavioral insights to real-world marketing challenges and developing ethical, consumer-focused strategies.</p>
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<ul>
<li>Consumer decision making processes and types of decision-making situations</li>
<li>The internal influences on behavior as they apply to the consumption process</li>
<li>The external influences on behavior and the role of the marketplace in the socio-political system</li>
<li>Consumer (individual and group) purchase and consumption behavior</li>
<li>Word of Mouth and other Social Influence</li>
<li>Consumer market analysis and trends including the personal and group behavior patterns in the Australian marketing environment</li>
<li>Marketing stimuli and strategies in relation to consumer behavior.</li>
<li>Consumerism, consumer rights, marketing's responsibility to the consumer</li>
</ul>
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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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Semester
Semester
0200
Year
Year
2027
Current Year
2026
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Handbook
BUMKT2602 - Consumer Behaviour
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BUMKT2602 - Consumer Behaviour
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Unit
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Semester
Semester 1
Semester 2
Summer Semester
Year
2027
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This unit provides students with an in-depth understanding of the psychological, social, and environmental factors that influence individual and group consumer behavior. It explores how consumer insights inform marketing strategy and decision-making. Key topics include consumer decision-making processes, internal influences such as perception, motivation, and personality, and external influences including culture, social groups, and marketing stimuli. The unit also examines the role of technology in shaping retail environments and consumer interactions. Emphasis is placed on applying behavioral insights to real-world marketing challenges and developing ethical, consumer-focused strategies.</p>
Unit content
<ul> <li>Consumer decision making processes and types of decision-making situations</li> <li>The internal influences on behavior as they apply to the consumption process</li> <li>The external influences on behavior and the role of the marketplace in the socio-political system</li> <li>Consumer (individual and group) purchase and consumption behavior</li> <li>Word of Mouth and other Social Influence</li> <li>Consumer market analysis and trends including the personal and group behavior patterns in the Australian marketing environment</li> <li>Marketing stimuli and strategies in relation to consumer behavior.</li> <li>Consumerism, consumer rights, marketing's responsibility to the consumer</li> </ul>
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
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2602">View unit fees</a>
Requisites
Prerequisite
<p>must have completed 1 of "<a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT1501" target="_blank">BUMKT1501</a>" / "SPMAN1002"</p>
Corequisite
None
Exclusion
None
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
K1
<p>Analyse marketing strategies in relation to consumer behaviour</p>
K2
<p>Recognise consumer behaviour principles and practices</p>
K3
<p>Identify types of decision-making situations that consumers can undertake</p>
K4
<p>Evaluate the value of a variety of consumer products according to consumer behaviour theory</p>
K5
<p>Examine both external and internal factors that affect consumer behaviour </p>
S1
<p>Apply consumer behaviour theories to a given marketing problem</p>
S2
<p>Identify appropriate techniques to collect, analyse, and evaluate ideas and information with reference to consumer behaviour specific topic areas</p>
S3
<p>Critically analyse marketing activities from a consumer behaviour point of view</p>
S4
<p>Transfer ideas and perspectives on consumer behaviour theory to others via written and/or oral communication </p>
A1
<p>Using personal responsibility and autonomy, analyse the consumer behaviour of self and others</p>
A2
<p>Generate and evaluate elements of the marketing mix with consideration of consumer behaviour theory</p>
A3
<p>Develop strategic ideas for the development or improvement of marketing plan in consideration of consumer behaviour theory</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>Case studies</p>
<p>20-30%</p>
K2, K3, K5, S1, S2
2
<p>Critically analyse and interpret a marketing situation in relation to consumer behaviour through a report and/or presentation individually or in a group.</p>
<p>Report and/or presentation</p>
<p>30-50%</p>
K1, K2, K3, K4, K5, S1, S2, S3, S4, A1, A2, A3
3
<p>Demonstrate knowledge and skills gained in the unit by applying them to different marketing situations</p>
<p>Test / Final Assessment</p>
<p>20-40%</p>
K1, K2, K3, K5, S1, S3, A3
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
<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>
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
<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 2 - Student demonstrates some independence within provided guidelines</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.
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
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2602">View unit fees</a>
Additional information
Cards Section - Non Research
Add Info Static Text
Internal reference: BUMKT2602 - U1.3