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

Kevin Swarts (Accelerated Study Period 3)

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 12/7/2021 10/8/2021 30/8/2021 17/10/2021
Accelerated Study Period 3 13/9/2021 6/10/2021 28/10/2021 12/12/2021

* 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).

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.


Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
090799 $1,812.00 $850.00 993$993.00 $2,108.00

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

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



BMA151 or BMA251 or ZAA104 or ZAA134


Teaching Pattern

Please see the unit outline for details.


Workshop Assessment Activities (25%), Group Video Lecture Presentation and Report (35%), Online Tests (40%).

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Please see the unit outline for details.

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