Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

Content

Topics will include:

• overview of buyer behaviour
• consumer research
• consumer-relevant characteristics: personality, needs, motivation and self-concept
• internal influences on consumer behaviour: perception, learning and attitudes
• external influences on consumer behaviour: society, culture, social class, education, income, ethnicity and family
• consumer decision making models
• organisational buying
• communication, persuasion and diffusion of innovations
• consumer and society: public policy and consumer protection

Learning and teaching strategy and rationale

The learning and teaching strategy is based on student engagement in the learning process through participation in workshops or equivalent and practical activities designed to reinforce learning. Workshops or equivalent activities support students in actively participating in the construction and synthesis of knowledge both individually and in small groups. The learning strategy adopted in this unit can be described as constructivist or student-centred. Thus, students are expected to be active participants in their learning to enhance their life-long learning experience. In this student-centred learning environment, the instructor creates an enabling learning environment and conditions to facilitate learning by guiding students through relevant learning tasks and a valid assessment regime.

The rationale is to encourage deep learning instead of surface or rote learning, as deep learning will develop critical thinking skills and prepare students for competitive business and non-business environments.

A variety of learning materials (real-life examples, case studies from current issues relating to the theory and practice of consumer behaviour, journal articles, videos, lecture capture) will be used. Deep learning is likely to be fully realised as students are exposed to this variety of learning tasks.

Mode of delivery: This unit is offered in Attendance and Online modes to cater to the learning needs and preferences of a range of participants and maximise effective participation for isolated and/or marginalised groups.