All organisations have consumers who seek, purchase, evaluate, use and dispose of products and services. This course provides the foundation for understanding the motivations and behaviours influencing customers, which is an essential prerequisite to the development of effective marketing and corporate strategy.

Various theories and concepts will be explored, critiqued and discussed through cases studies and real-world examples. You will work through different applications of consumer behaviour and recognise its critical role in marketing strategy development.

In the context of a decision-making model, this course will explore the internal, external and situational influences driving the what, where, when, why and how of consumer behaviour.


Course coordinator

Dr Foula Kopanidis, Senior Lecturer - School of Economics, Finance and Marketing

Learning outcomes

On successful completion of this course, you will be able to:

  • Explore and compare the core theories of consumer behaviour in both consumer and organisational markets;
  • Apply and demonstrate theories to real-world marketing situations by profiling and identifying marketing segments;
  • Appraise models of consumer behaviour and determine their relevance to particular marketing situations;
  • Apply and enhance abilities to input this knowledge in the marketing planning process—particularly in market segmentation, positioning and marketing mix development;
  • Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics; and
  • Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research.


Assessment for this course will occur at various times across the seven-week teaching period. In most cases, assessment should follow a similar structure to the below:

  • A short assessment may occur in the first couple of weeks, driven mostly by peer-assessment or objective feedback as is the case of a survey quiz or contribution to discussion.
  • Assessments that occur mid-study period (approximately week 2 to 5) will have a highly formative purpose, like an extended case study or a scenario role play. These are intended to provide an indication of performance and occur at this time to enable positive changes to future performance.
  • Final assessments are usually summative, and generally draw the course's threshold concepts together. Your previous assessments will have directly prepared you for a summative-style assessment.

Rich, online feedback will be provided to you throughout the teaching period on practical exercises and by individual consultation, ideally within five business days.

Please note, unit structure and content are subject to change. Contact your RMIT Student Enrolment Advisor on 1300 701 171 for more information based on your particular circumstances.