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MKTG201 Consumer Behaviour

10 cp
Prerequisites MKTG100 Principles of Marketing
Teaching Organisation 3 hours per week for twelve weeks or equivalent.

This unit introduces the fundamental theories and models drawn from various disciplines such as psychology, economics, sociology and anthropology which enable students to develop a sound understanding of consumers, their needs, and behaviours. It provides a detailed examination of the major internal and external influences involved in the consumer decision making process. For marketers, an understanding of how a consumer selects, purchases, uses and disposes of products and services is pertinent to managing the marketing function successfully.

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