University of Technology Sydney

24202 Consumer Behaviour

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:


Result type: Grade and marks

Requisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.


This subject covers the basics of consumer behaviour concepts. It develops an understanding of the overall consumer psychological processes and also develops a basic understanding of consumer decision making, consumer culture, and ethical and social responsibility issues within the consumer behaviour contexts. Throughout the subject, students are exposed to industry-based problems/situations that allow them to develop research, analytical and written/oral communication skills of relevance to their future practice.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. explain theoretical foundations of consumer behaviour and consumer experiences
2. apply consumer behaviour theories, frameworks and concepts to managerial marketing decision contexts.
3. evaluate and criticise existing marketing activities in practice based on consumer behaviour insights
4. design/create effective consumer oriented marketing strategies

Contribution to the development of graduate attributes

This subject develops knowledge and skills to link theories of customer behaviour to marketing decision making. It provides approaches that allow marketers to make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect customer behaviour and experiences.

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

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

This subject also contributes specifically to develop the following Program Learning Objectives:

  • Apply evidence, creativity and critical reasoning to solve business problems (1.1)
  • Communicate information clearly in a form appropriate for its audience (2.1)
  • Make judgements and business decisions consistent with the principles of social responsibility, inclusion and knowledge of Indigenous peoples (3.1)

Teaching and learning strategies

This subject is based on dynamic and interactive lecture and tutorial sessions. The lectures provide the structure of the topic area, discussion of important theories, and relevant case deliberations. In addition to textbook materials, videos and/or case studies will be provided online prior to the lectures. Students are expected to review the readings as well as online materials and to be able to engage in student led discussions during the course of the lecture.

Tutorials provide an opportunity to discuss ideas, issues, and practical applications of relevant theories, as well as encouraging students to solve real world problems creatively. Students are expected to prepare answers to the discussion questions before attending tutorials.

The UTS Learning Management System is used extensively to share information, provide feedback and encourage interactions between staff and students. Videos of marketing topics and marketing campaigns (advertisements) will be provided before teaching sessions for students to formulate thoughts for group discussions.

An aim of this subject is to help you develop academic and professional language and communication skills to succeed at university and in the workplace. During the course of this subject, you will complete a milestone assessment task that will, in addition to assessing your subject-specific learning objectives, assess your English language proficiency.

Content (topics)

  • Consumer motivation, ability, opportunity, exposure, comprehension, memory, knowledge, and attitudes.
  • Consumer decision making
  • Consumer’s culture
  • Innovation, symbolic consumer behaviour, and ethical issues in consumer behaviour


Assessment task 1: Two Tutorial Quizzes (Individual)*


This addresses subject learning objective(s):

1 and 2

Weight: 40%

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

Assessment task 2: Research Report (Individual)


This addresses subject learning objective(s):

1, 2 and 3

Weight: 30%
  • Quality of interviews
  • Quality of marketing problem
  • Quality of academic article summary
  • Quality of consumer behaviour theory application
  • Quality of report presentation

Assessment task 3: Project Report (Group)


This addresses subject learning objective(s):

1, 2, 3 and 4

Weight: 30%

Group Advertising Presentation

  • Quality of marketing problem
  • Quality of recommendations
  • Quality of consumer behaviour theory application
  • Quality of presentation

Guide for Marketing Handbook

  • Quality of sources and their interpretation
  • Quality of consumer behaviour theory application
  • Quality of the problem understanding and recommendations
  • Quality of handbook presentation

Minimum requirements

To pass the subject, students must achieve at least 50% of the final overall grade.

Required texts

Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters, Eugene Chan, Gavin Northey (latest edition) Consumer Behavior, 2nd Asia-Pacific Edition, Cengage Learning. (ISBN: 9780170439978)

Note: You should also study reference readings available through Canvas or discussed in tutorials.

Recommended texts

Guide to Writing Assignments, Faculty of Business, UTS. This is available at


Cialdini, Robert B. (2001), Influence: Science and practice.

Ariely, D. (2008). Predictably Irrational: The hidden forces that shape our decisions.

Gladwell, M. (2007). Blink: The power of thinking without thinking.

Thaler, R. H. & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness.

Duhigg, C. (2012). The Power of Habit: Why we do what we do in life and business.

Kahneman, D. (2011). Thinking, Fast and Slow.

Other resources

Canvas is a web-based learning tool. In Consumer Behaviour, Canvas is used for asking and answering questions (via Discussion Forums); keeping up to date (via Announcements); accessing learning resources (via Modules).

It is an expectation and responsibility to access this resource and your UTS Email account at least once a week.