Perform new course search

Search Filter

Consumer and Buyer Behaviour PG (11420.2)

Level: Postgraduate Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Business, Government & Law
Discipline: Canberra Business School


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 1, 2020, ON-CAMPUS, BRUCE (197747) - View
  • Semester 1, 2019, ON-CAMPUS, BRUCE (190635) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


Understanding Consumer and business buying behaviour is one of the major considerations in designing successful products and services. It requires a deep understanding about the forces that drive these behaviours. You will appraise the processes that consumers go through when selecting services and goods, such as the individual customer make up and environmental influences that impact on human decision making. You will critically evaluate the purchasing decision making of both business buyers and consumers to develop successful marketing strategies for both targets.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Critically analyse consumer behaviour theory and examine implications for marketing strategy in both consumer, organisational and industrial markets.

2. Assess and critically evaluate organisational buyer behaviour in both domestic and international settings.

3. Critically evaluate consumer decision making processes in diverse cultural settings.

4. Critique consumer decision making theories and examine how these theories apply to new product development and entrepreneurial environments .

5. Critically evaluate how cultural differences influence consumer behaviour and impact on marketing strategies.

6. Examine the scope and nature of psychology and sociology in consumer behaviour.

Assessment Items

Contact Hours

3 hours per week.





Assumed Knowledge


Incompatible Units

11178 Consumer and Buyer Behaviour, 6390 Consumer Behaviour

Equivalent Units


Print this page
Why choose UC

Perform new course search

Search Filter

Frequently Asked Questions