Understanding Consumers: Decision Making and Behaviours

Name: Understanding Consumers: Decision Making and Behaviours
Price: 2662.97 NZD

Course

An examination of how and why consumer behaviour is impacted in today’s marketplace, with a real world application. Students explore consumers from individual and group perspectives, examining key psychological, sociological, and individual factors that shape consumer decisions. Practical activities, case-based learning scenarios and industry relevant examples are used to help students develop skills in creating insights that can be used to inform marketing strategies valued by employers.

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Course code Qualifications are made up of courses. Some universities call these papers. Each course is numbered using 6 digits.: 156742
Level The fourth number of the course code shows the level of the course. For example, in course 219206, the fourth number is a 2, so it is a 200-level course (usually studied in the second year of full-time study).: 700-level
Credits Each course is worth a number of credits. You combine courses (credits) to meet the total number of credits needed for your qualification.: 30
Subject: Marketing

Course planning information

Course notes

In this course, students are expected to learn about and/or use a range of tools and techniques including consumer decision making models; psychological, sociological, and individual level analytical frameworks and their influence on consumer behaviour; and practical case based tools for interpreting real world consumption, in order to compare and apply appropriate decision making models in practical marketing contexts; analyse and report on consumer behaviour using psychological and social models; evaluate how Aotearoa New Zealand consumer characteristics and global consumer characteristics shape behaviour and are leveraged by marketing professionals; and apply consumer behaviour theory to real world marketing problems to generate employer valued insights.

Prerequisite courses

Complete first

156757

You need to complete the above course or courses before moving onto this one.

General progression requirements

You may enrol in a postgraduate course (that is a 700-, 800- or 900-level course) if you meet the prerequisites for that course and have been admitted to a qualification which lists the course in its schedule.

1 Compare and analyse consumer decision making models and apply the most appropriate model to practical marketing contexts.
2 Analyse consumer behaviour, based on psychological and social models and individual consumer characteristics, and report on the application to real life examples.
3 Evaluate how Aotearoa New Zealand consumer characteristics and global consumer characteristics are reflected in different consumption patterns and recommend how they could be leveraged by marketing professionals.
4 Apply consumer behaviour theory to practical marketing problems.

Learning outcomes can change before the start of the semester you are studying the course in.

Assessments

Assessment	Learning outcomes assessed	Weighting
Written Assignment	1 2 3 4	20%
Written Assignment	1 2	35%
Written Assignment	2 3 4	45%

Assessment weightings can change up to the start of the semester the course is delivered in.

You may need to take more assessments depending on where, how, and when you choose to take this course.

Explanation of assessment types

Computer programmes: Computer animation and screening, design, programming, models and other computer work.
Creative compositions: Animations, films, models, textiles, websites, and other compositions.
Exam College or GRS-based (not centrally scheduled): An exam scheduled by a college or the Graduate Research School (GRS). The exam could be online, oral, field, practical skills, written exams or another format.
Exam (centrally scheduled): An exam scheduled by Assessment Services (centrally) – you’ll usually be told when and where the exam is through the student portal.
Oral or performance or presentation: Debates, demonstrations, exhibitions, interviews, oral proposals, role play, speech and other performances or presentations.
Participation: You may be assessed on your participation in activities such as online fora, laboratories, debates, tutorials, exercises, seminars, and so on.
Portfolio: Creative, learning, online, narrative, photographic, written, and other portfolios.
Practical or placement: Field trips, field work, placements, seminars, workshops, voluntary work, and other activities.
Simulation: Technology-based or experience-based simulations.
Test: Laboratory, online, multi-choice, short answer, spoken, and other tests – arranged by the school.
Written assignment: Essays, group or individual projects, proposals, reports, reviews, writing exercises, and other written assignments.

Textbooks needed

There are no set texts for this course.