Courses & Units

Consumer Decision-Making BMA604




For marketers, understanding how buyers and consumers behave is an integral part of correctly identifying their needs, and developing effective marketing strategies. Buyers often go through decision-making processes before making a purchase or making a decision to continue to buy and to consume a product or service. Thus, consumer decision-making, and the popular use of the term consumer behaviour, refers to the decision-making processes and behaviours of consumers. Understanding consumer behaviour enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs.

The focus of this unit is on developing students knowledge of consumer decision-making processes and the factors that influence consumers decisions, purchases and consumption of products and services. The unit will help students identify, synthesise and critically evaluate how consumers perceive marketing stimuli and make decisions to purchase. The unit will develop students theoretical and applied knowledge of consumer behaviour theories and concepts in order to analyse, explain and predict consumers behaviour. The unit will help students to identify what stimuli marketers can use to influence consumers decision-making, purchase and consumption.


Unit name Consumer Decision-Making
Unit code BMA604
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing

Dr Lin Yang

Teaching staff

Dr Lin Yang

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


Location Study period Attendance options Available to
Hobart Semester 1 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 1 24/2/2020 23/3/2020 13/4/2020 31/5/2020

* 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 2020.

About Census Dates

Learning Outcomes

LO1explain theories and concepts of consumer decision-making and behaviour.
LO2critically evaluate marketing actions and strategies in relation to consumer decision-making.
LO3discuss and analyse the role of consumer behaviour and consumer research in marketing.



Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
1 2020: $835.00 2020: $2,702.00 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.



Teaching Pattern

1 x 2 hour lecture, 1 x 1 hour tutorial weekly.


Workshop presentation (20%), Consumer behaviour - brand analysis (45%), Final examination (35%)

TimetableView the lecture timetable | View the full unit timetable



Please see the unit outline for details.


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