University of Technology Sydney

240701 Consumer Insights

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2024 is available in the Archives.

UTS: Business: Marketing
Credit points: 6 cp

Subject level:

Postgraduate

Result type: Grade and marks

There are course requisites for this subject. See access conditions.

Description

This subject examines how and why consumers purchase and use goods, services and solutions. Through the examination of practical and real-world cases and examples, students develop an understanding of consumer behaviour frameworks. They can then apply their learnings to develop their own consumer insights.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Examine consumer decision making theories, frameworks and processes
2. Analyse business decisions motivated by consumer behaviours
3. Apply consumer insight frameworks to a range of business scenarios
4. Generate recommendations from consumer insights for a company offering

Contribution to the development of graduate attributes

This subject contributes to the development of the following graduate attributes:

  • Intellectual rigour and innovative problem solving
  • Social responsibility and cultural awareness

?This subject also contributes specifically to developing the following program learning objectives:

  • Apply digital marketing techniques to address business issues and integrate the solutions in decision making that reflect inclusivity, diversity and Indigenous perspectives (1.1)
  • Demonstrate understanding of ethical and social responsibility, sustainability, and cultural diversity, including knowledge of Indigenous values, to digital marketing practice (3.1)

Teaching and learning strategies

This subject is taught fully online. Each week is self-paced through the learning management system. Students are expected to complete a range of different learning activities throughout the week. Activities provide opportunities to learn, apply and discuss the knowledge gained in a practical manner. Feedback is provided from both peers and teaching staff throughout the activities. Students are encouraged to actively provide feedback and interact with staff and other students. Online Zoom sessions will be held throughout the subject to allow students to interact, ask questions, and receive clarification and feedback.

Content (topics)

  • Consumer decision-making
  • Consumer psychology, such as, perception, learning and memory, motivation, personality, emotions, attitudes
  • Impact of social-environmental influences on consumers
  • Trending topics and applications

Assessment

Assessment task 1: Individual Consumer Insights (Individual)

Objective(s):

This addresses subject learning objective(s):

1 and 2

Weight: 15%
Length:

1000 words

Criteria:
  • Comprehensiveness and elaboration about consumer decision-making
  • Level and depth of insight from analysis

Assessment task 2: Consumer Analysis Report (Individual)

Objective(s):

This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 45%
Length:

2500 words

Criteria:
  • Level and depth of insight and recommendations from analysis
  • Understanding of consumer behaviour concepts and application
  • Relevance to practice
  • Clarity and presentation

Assessment task 3: Consumer Analysis Presentation (Individual)*

Objective(s):

This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 40%
Length:

6-8 minute video presentation
Criteria:
  • Level and depth of insight and recommendations from analysis
  • Understanding of consumer behaviour concepts and application
  • Relevance to practice
  • Clarity and presentation

*Note: Late submission of the assessment task will not be marked and awarded a mark of zero.

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

No required textbook. A collection of contemporary articles, online links and videos will be used in place of a textbook for this subject.

References

Solomon, Michael R. (2020). Consumer Behaviour: Buying, Having, and Being, Global Edition, 13th ed, Pearson.

Hoyer, Wayne D., MacInnis, Deborah J., Pieters, Rik (2018). Consumer Behavior. 7th Edition, Cengage.