Courses & Units

Consumer Behaviour BMA262

Cradle Coast, Launceston, Hong Kong Universal Ed, Hobart


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
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Kevin Swarts|Doctor Lin Yang
Available as student elective? Yes
Delivered By University of Tasmania and Third Party (Universal College of Higher Education (Hong Kong))
Level Intermediate


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


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 11/7/2022 9/8/2022 29/8/2022 16/10/2022
Accelerated Study Period 3 12/9/2022 5/10/2022 27/10/2022 11/12/2022

* 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 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021.

About Census Dates

Learning Outcomes

  • Explain the fundamental concepts and theories of consumer behaviour.
  • Describe factors that influence consumer behaviour.
  • Apply the 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 $1,828.00 $858.00 $993.00 $2,108.00
  • Available as a Commonwealth Supported Place
  • HECS-HELP is available on this unit, depending on your eligibility3
  • FEE-HELP is available on this unit, depending on your eligibility4

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
3 Please refer here for eligibility for HECS-HELP
4 Please refer here for eligibility for FEE-HELP

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


AssessmentTest or quiz (45%)|Examination - invigilated (internally) (20%)|Report (35%)
TimetableView the lecture timetable | View the full unit timetable



You will need the following text: 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.

LinksBooktopia textbook finder

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