Courses & Units

Consumer Behaviour BMA262

Hobart, Launceston, Hong Kong Universal Ed


As consumers, we live in a constantly changing world, driven by fast-paced technological, social, cultural and economic developments, resulting in access to a wide array of new products and services. These rapidly changing social and market factors significantly affect our behaviours and purchase decisions. Consumer behaviour will continue to change over the next decade and will affect our consumption choices. For marketers, understanding how consumers behave helps them to identify and offer products and services that better satisfy consumers’ needs.

The focus of this unit is on providing you with a comprehensive introduction to theories and models that help explain consumer behaviour in different consumption contexts. The unit will help you to develop knowledge about the steps in the consumer decision-making process, and the internal and external factors (individual, social, and cultural) that influence consumers’ evaluation of marketing messages and subsequent purchase decisions. The unit will assist with your conceptual and theoretical learning of how nuances in consumer behaviour impact consumer decision making. The unit will help you to develop skills that enable the application of consumer behaviour knowledge to marketing strategy and tactics.


Unit name Consumer Behaviour
Unit code BMA262
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Lin Yang

Level Intermediate
Available as student elective? Yes
Breadth Unit? No


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus Off-Campus International International Domestic Domestic
Launceston Accelerated Study Period 3 On-Campus Off-Campus International International Domestic Domestic
Hong Kong Universal Ed Semester 2 On-Campus International


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 13/7/2020 10/8/2020 31/8/2020 18/10/2020
Accelerated Study Period 3 14/9/2020 2/10/2020 28/10/2020 12/12/2020

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2019.

About Census Dates

Learning Outcomes

LO1Explain the fundamental concepts and theories of consumer behaviour.
LO2Identify and apply factors that influence consumer behaviour.
LO3Apply knowledge of consumer behaviour in practice.



Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
1 2020: $835.00 2020: $2,108.00 090799

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.



BMA151 or BMA251 or ZAA104 or ZAA134

Mutual Exclusions

You cannot enrol in this unit as well as the following:



Teaching Pattern

1 x 2 hour workshop per week.  Please check the unit outline for details.


Workshop assessment activities (45%), Report (35%), Examination (20%).

TimetableView the lecture timetable | View the full unit timetable



Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S. & Hawkins, D., 2014, Consumer Behaviour: implications for marketing strategy, 7th ed, McGraw-Hill, North Ryde NSW.

Booktopia textbook links

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.