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Consumer Behaviour

  • Qualification:

    Undergraduate unit

  • Study mode:

    Online

  • Payment options:

    HECS-HELP may be available
    FEE-HELP may be available

  • Duration:

    13 weeks

  • Start date:

    Enquire now for upcoming start dates

  • Awarded by:

    Swinburne University of Technology

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Saturday and Sunday: 9am - 5pm

Course Unit
A course unit is a single subject offered as part of a program of study, but can be completed individually. You may receive Recognition of Prior Learning for studying this unit.

What you'll learn

About this unit

Consumer behaviour is a major consideration for businesses when seeking to implement, design and deliver successful services and products. As part of this Consumer Behaviour unit from Open Universities Australia and Swinburne University, students will examine the processes businesses use to determine what affects a consumer's interaction and spending habits towards products or services. This involves examining the sociological, psychological and cultural aspects of the consumer and looking at their impact upon a consumer's decision-making processes.

The unit consists of engaging and informative lectures and tutorials, and will allow students to increase their knowledge of marketing and be able to apply this theory to real-world contexts. Students will also increase their skills in understanding core human behaviours in order to learn how to effectively market products and services to prospective targeted audiences. Students will work both individually and as part of a team in order to develop original, innovative and contemporary solutions to common business problems.

Eligibility

To be eligible to complete this unit, applicants must have completed one of the following units:

  • Fundamentals of Marketing; OR
  • Introduction to Marketing

Course pathways

This unit is a core requirement in the following courses:

  • Bachelor of Technology (Computing Studies), RMIT University
  • Bachelor of Behavioural Studies (Psychology), Swinburne University
  • Bachelor of Behavioural Studies, Swinburne University
  • Bachelor of Technology (Information Systems), Swinburne University
  • Bachelor of Business, Swinburne University

This unit is an approved elective in the following courses:

  • Bachelor of Arts (Internet Communications), Curtin University

Content may also be relevant to other courses, and could qualify you for Recognition of Prior Learning (RPL) for a course offered by another institution.

Areas of study

In this consumer behaviour unit, the topics you will study include:

  • Theoretical principles of human behaviour
  • Social influences on buyer behaviour
  • The formation and influence of consumer behaviour
  • Cultural and subcultural influences on behaviour
  • Consumer decision-making processes, including the family unit
  • Issues of social class on how consumers perceive themselves and others
  • Ethical and environmental dilemmas in consumer behaviour
  • Economic issues and their impact on behaviour
  • Innovation, diffusion and adoption among consumers and consumer groups
  • Impact of social media on consumption behaviour
For two decades, Open Universities Australia (OUA) has partnered with leading Australian educators to make tertiary-level courses easier to access for people, no matter their background, their work status or their other life commitments. OUA has built up their reputation by making education more flexible, easier to tailor and available almost entirely online.

OUA's devotion to online education remains to this day, but where they once focused on higher education, today they offer the broadest set of post-secondary education and training programs in Australia.
Open Universities Australia offers a range of administrative and student support options. As a student of OUA you will have access to four hours of free expert tutoring support for each unit undertaken through the tutoring service SMARTHINKING. This on-demand service allows you to get fast, detailed feedback on your assignment drafts and gives you access to your tutor in real time.

The My OUA portal is an online student medium that allows you access to all your course and enrolment information as well as access to student forums and assessment tips.

Career outcomes

Upon completing this unit, students will have a deeper understanding of the core theoretical principles of human behaviour, and be able to analyse the relationships that exist between sociological and psychological drivers behind consumer behaviour and marketing processes. Students will learn how to evaluate various theories of the prospective consumer's decision making processes, and how these can be manipulated and targeted in order to drive sales and maximise business turnover.

Students will also learn to apply these core theories of behaviour in a variety of different contexts, and real-world environments, and be mindful of the ethical principles behind behavioural marketing. Students who successfully complete this unit will receive an undergraduate unit credit from Swinburne University.

Payment options & support

Finance options

If you are an Australian citizen, you may be eligible to receive a government HECS-HELP or FEE-HELP loan, meaning you can defer payment of your fees.

Find out more about government study loans here.

You may be eligible to receive HECS-HELP or FEE-HELP for this course!

This course can be paid for through the HECS-HELP or FEE-HELP government loan schemes. If you are an Australian citizen or hold a permanent humanitarian visa, this means you don’t need to pay upfront.

Instead, the Australian government will pay your course fees on your behalf. You’ll begin repaying your loan through the tax system once you start earning more than the minimum threshold of $54,869 (2016-17 income year).

Find out more about government study loans here.

Get more information

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FREE CALL 1800 063 523

Monday to Friday: 8am - late
Saturday and Sunday: 9am - 5pm

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