University of Technology Sydney

24710 Customer Experience and 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

There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240710 Digital Consumer Behaviour


This subject focuses on the issues relating to the understanding of customer behavior and on the application of such understanding to marketing practice. Topics include: individual determinants such as perception, learning and memory, motivation, personality and attitudes, as well as environmental influences such as culture and cross-cultural issues, social influences, social class, and situational influences, and the decision-making process.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:
1. Examine the theoretical foundations of buyer behaviour and buyer experiences
2. Apply buyer behaviour theories, frameworks and concepts to managerial marketing decision contexts
3. Work effectively in teams to develop interpersonal, leadership and communication skills
4. Communicate effectively the findings of the group work components
5. Consider social responsibility and cultural awareness in the context of buyer behaviour

Contribution to the development of graduate attributes

Effective marketing builds on an in-depth understanding of how buyers behave and what they experience. This subject develops advanced knowledge and practical competencies to link theories of buyer behaviour to marketing decision-making. It provides hands-on approaches that allow marketers make informed decisions about the design and implementation of marketing strategies that are influenced by and, in turn, affect buyer behaviour and experiences.

This subject contributes to the development of the following graduate attribute(s):

  • Communication and collaboration
  • Social responsibility and cultural awareness

This is achieved through the completion of a major project and case problem analysis.

This subject also contributes specifically to develop the following Program Learning Objective(s) for the Master of Marketing:

  • Use high-quality written and verbal communication skills to collaborate effectively with others to work towards a common outcome (2.1)
  • Assess knowledge of diverse cultural backgrounds, such as integrating Indigenous business perspectives, to produce socially responsible business decisions in marketing practice (3.1)

Teaching and learning strategies

The subject is based on dynamic and interactive three hour sessions, involving critical debate, in-depth case discussions, in-class exercises and student presentations. Students are expected to access materials (textbook and other readings, videos and/or case studies) provided online prior to the seminars and to complete any set activities. Students are expected to review the readings as well as online materials and to be able to discuss the material with other students during the course of the seminar. Seminars will include time where students will work together in student-led discussion of the exercise and/or case with the provision of tutor and peer feedback. The class will receive weekly feedback from both peers and instructors.

The Project is structured around real marketing problems that the students, working in small groups, are expected to solve. These classes will be supplemented with both printed and electronic learning materials and resources. The learning management system will be used to share information and encourage interaction between staff and students.

An aim of this subject is to help you develop academic and professional language and communication skills in order to succeed at university and in the workplace. To determine your current academic language proficiency, you are required to complete an online language screening task, OPELA (information available at [or a written diagnostic task]. If you receive a Basic grade for OPELA [or the written diagnostic task], you must attend additional Language Development Tutorials (each week from week [3/4] to week [11/12] in order to pass the subject. These tutorials are designed to support you to develop your language and communication skills. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X [W] grade.

Content (topics)

1. Individual determinants of customer behaviour
2. Environmental influences on customer behaviour
3. Marketing practice and customer behaviour
4. Customer decision-making


Assessment task 1: Customer Experience Report (Individual)

  • Component 1: 0% (Individual)
  • Component 2: 15% (Individual)
  • Component 3: 25% (Individual)

This addresses subject learning objective(s):

1, 2 and 5

Weight: 40%
  • Component 1: 1 page (a font size of 11 or 12 is recommended).
  • Component 2: 2 pages (a font size of 11 or 12 is recommended).
  • Component 3: 5 pages, including 2 revised pages from Component 2 (a font size of 11 or 12 is recommended).

Component 1:

  • Not assessed.

Component 2:

  • Suitability of personas
  • Suitability of the recommendations
  • Application of theoretical concepts
  • Quality of report

Component 3:

  • Suitability of the recommendations
  • Application of theoretical concepts
  • Appropriateness of recommendation evaluation
  • Quality of report

Assessment task 2: Case Project (Group and Individual)

  • Component 1: 20% (Individual)
  • Component 2: 30% (Group)
  • Component 3: 10% (Individual)

This addresses subject learning objective(s):

1, 2, 3, 4 and 5

Weight: 60%
  • Component 1: 3 pages (a font size of 11 or 12 is recommended).
  • Component 2: 10 pages (a font size of 11 or 12 is recommended).
  • Component 3: 15 minutes for the entire group (approximately 3 minutes per individual).

Component 1:

  • Quality of interviews
  • Quality of the marketing problems/opportunities
  • Quality of academic article summary
  • Quality of consumer behaviour theory application
  • Quality of report

Component 2:

  • Quality of the marketing problems/opportunitie
  • Suitability of the recommendations
  • Quality of consumer behaviour theory application
  • Quality of handbook presentation

Component 3:

  • Quality of content
  • Quality of presentation

Minimum requirements

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

It is a requirement of this subject that all students complete OPELA [or a written diagnostic task]. Students who receive a Basic grade in the OPELA [or the written diagnostic task] are required to attend 80% of the Language Development Tutorials in order to pass the subject. Students who do not complete the OPELA and/or do not attend 80% of the Language Development Tutorials will receive a Fail X [W] grade.

Required texts

There are no required texts for this subject.

Recommended texts

Guide to Writing Assignments, Faculty of Business, UTS. This is available at .
Solomon, Michael R. (2020). Consumer Behaviour: Buying, Having, and Being, Global Edition, 13th ed, Pearson.


  • Hoyer, Wayne D., MacInnis, Deborah J., Pieters, Rik, Chan, Eugene, Northey, Gavin (2017). Consumer Behaviour: Asia-Pacif Edition, Cengage Learning Australia.
  • Quester, Pettigrew, Kopanidis, Rao Hill (2014). Consumer Behaviour: Implications for Marketing Strategy, 7th ed, McGraw-Hill Australia, Sydney.
  • Schiffman, O'Cass, Paladino, Carlson (2014). Consumer Behaviour, 6th ed, Pearson Australia.
  • Mackay, Hugh (2010) What makes us Tick? The ten desires that drive us. Hachette, Sydney.

Other resources

Websites for general information and current developments on consumer research:

Academic journals:

  • Journal of Consumer Research
  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of Consumer Psychology
  • Journal of Interactive Marketing
  • Journal of Retailing
  • Journal of Advertising
  • Journal of Advertising Research
  • Journal of Current Issues and Research in Advertising
  • Journal of Services Research
  • Journal of Personality and Social Psychology
  • Journal of Experimental Psychology
  • Journal of Behavioral Decision Making
  • Marketing Letters
  • Journal of Applied Psychology
  • Psychology and Marketing
  • Marketing Science
  • European Journal of Marketing
  • Management Science
  • International Journal of Research in Marketing
  • Organizational Behavior and Human Decision Processes
  • Qualitative Market Research: an International Journal
  • Harvard Business Review
  • American Sociologist
  • Psychological Review
  • Psychological Science
  • American Psychologist
  • International Journal of Psychology

It is highly recommended the use of the PsycInfo, Proquest, and/or Business Source Complete databases from the library. Please enquire at the library if you have any questions on how to access these sources.