Key facts
UNE unit code: MM311
*You are viewing the 2026 version of this unit which may be subject to change in future.
- Trimester 1 - Online
- Yes
- No
- Yes
- 6
Unit information
Successful marketing practice depends on the knowledge marketers gain by studying consumer behaviour. Understanding the psychological, cultural, personal and sociological processes that consumers go through when making purchasing decisions allows marketers to influence consumers’ decision-making processes for brands, products and services.
Studying this unit will equip you with the knowledge, skills and abilities to critically evaluate the various factors that influence the purchasing decisions of consumers.
You will examine consumer behaviour by studying the psychology of motivation, personality, perception, learning and attitudes. You will cover sociological topics such as culture, reference groups and social class, and examine how these relate to consumer behaviour.
Offerings
For further information about UNE's teaching periods, please go to Principal Dates.
| Teaching period | Mode/location |
|---|---|
| Trimester 1 | Online |
*Offering is subject to availability
Intensive schools
There are no intensive schools required for this unit.
Enrolment rules
Notes
Please refer to the student handbook for current details on this unit.
Unit coordinator(s)
Learning outcomes
Upon completion of this unit, students will be able to:
- demonstrate a broad and coherent understanding of a range of psychological and sociological processes that consumers undergo when making purchasing decisions;
- demonstrate a broad and coherent knowledge of how to evaluate various consumer research processes that are undertaken in the field of consumer behaviour;
- use a range of cognitive and/or communication skills to review, analyse, consolidate and synthesise the basic needs and wants of consumers in order to demonstrate critical thinking and judgement to solve problems in different marketing contexts;
- work independently and/or collaboratively to plan and execute tasks to enhance professional knowledge and skills; and
- demonstrate the ability to recognise, reflect on, and respond appropriately to the importance of ethical issues related to the concepts of societal marketing and consumer behaviour.
Assessment information
Assessments are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
| Title | Must Complete | Weight | Offerings | Assessment Notes |
|---|---|---|---|---|
| Assignment 1 | Yes | 20% | All offerings | Case study and analysis No. Words: 1200 |
| Assignment 2 | Yes | 30% | All offerings | Written Project No. Words: 1500 |
| Final Examination - Assurance Task | Yes | 50% | All offerings | There is a supervised exam during the teaching period in which you are enrolled. The exam will be offered online with supervision via webcam and screen sharing technology. Coordinated by UNE Exams Unit. Students must obtain at least 50% in the examination (and at least 50% overall) to receive a pass or better in the unit. |
Learning resources
Textbooks are subject to change up to 8 weeks prior to the start of the teaching period in which you are undertaking the unit.
Note: Students are expected to purchase prescribed material. Please note that textbook requirements may vary from one teaching period to the next.
Consumer Behavior, Global Edition
ISBN: 9781292452340
Russell, C. and Solomon, M., Pearson 14th Ed. 2024
Text refers to: All offerings
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