Consumer Behaviour unit (BMA262)

Melbourne Study Centre, Hobart, Hong Kong Universal Ed, Online

Introduction

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.

Summary

Unit name	Consumer Behaviour
Unit code	BMA262
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Lin Yang
Available as an elective?	Yes
Delivered By	University of Tasmania and Third Party(ies): ECA|Universal College of Higher Education Hong Kong
Level	Intermediate

Availability

Location	Study period	Attendance options		Available to
Melbourne Study Centre	Semester 2
Hobart	Semester 2
Hong Kong Universal Ed	Semester 2
Online	Semester 2

Note

Enrolment in units available at ECA Melbourne, Hong Kong Universal Ed, and Shanghai Ocean University is only available to eligible students studying at those corresponding locations.

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Key Dates

Study Period	Start date	Census date	WW date	End date
Semester 2	5/7/2026	27/7/2026	30/8/2026	24/10/2026

* 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 (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2026 are indicative and subject to change. Finalised census dates for 2026 will be available from the 1st October 2025. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

• Explain the fundamental concepts and theories of consumer behaviour.
• Describe factors that influence both sustainable and non-sustainable consumer behaviour.
• Apply the knowledge of consumer behaviour in practice.

Fee Information

Field of Education	Commencing Student Contribution 1,3	Grandfathered Student Contribution 1,3	Approved Pathway Course Student Contribution 2,3	Domestic Full Fee 4
090799	$2,174.00	$1,020.00	$1,192.00	$2,562.00

• 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 to more information on student contribution amounts.
² Please refer to more information on eligibility and Approved Pathway courses.
³ Please refer to more information on eligibility for HECS-HELP.
⁴ Please refer to more information on eligibility for FEE-HELP.

If you have any questions in relation to the fees, please contact UniConnect or more information is available on StudyAssist.

Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.

Teaching

Assessment	Online Quizzes (25%)|Workshop Assessment Activities (30%)|Consumer Insight Video and Report (45%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required

You will need the following text: Solomon, M.,  Russell-Bennett, R. & Previte, J. (2019) Consumer Behaviour: Buying, having, being, (4th Edition). Pearson Education, Australia.

Recommended

Solomon, M. R., & Russell, C. A. (2024). Consumer Behavior: Buying, having, and being (14th ed.). Pearson. Quester, P., Pettigrew, S., Kopanidis, F., Rao Hill, S., & Hawkins, D. (2014). Consumer Behaviour: Implications for marketing strategy (7th ed.). McGraw-Hill. Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2014). Consumer Behaviour (6th ed.). Pearson Australia. Assael, H., Pope, N., Brennan, L., & Voges, K. (2007). Consumer Behaviour (1st Asia-Pacific ed.). John Wiley & Sons.

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