Studying online

There are now 3 possible online modes for units:

Units with modes Online timetabled and Online flexible are available for any student to self-enrol and study online.

Units available in Online Restricted mode have been adapted for online study only for those students who require the unit to complete their studies and who are unable to attend campus due to COVID border closures. To be enrolled in a unit in Online Restricted mode, students should contact their Student Advising Office through askUWA and include which of the below criteria applies:

  • You are a student who is currently offshore and unable to enter Australia.
  • You are a student in Australia who is impacted by state or regional border closures.

Click on an offering mode for more details.

MKTG5406 Buyer Behaviour and Decision Making

6 points
(see Timetable)
Semester 2UWA (Perth)Multi-mode
Semester 2OnlineOnline Restricted
This unit explores the range of decision making and behaviours of buyers and consumers in the exchange process. Specific topics include attitudinal and behavioural theories. The unit is fundamental to marketing as it provides the student with an understanding of how and why buyers and consumers make decisions about their choices in the marketplace. The models and theories used in this unit largely come from marketing and psychology fields. Specific applications in retailing, promotion, pricing and branding are covered along with issues concerning ‘targeting' and the ‘de-marketing' of consumer ‘vices'. The unit addresses both commercial as well as government and not-for-profit contexts. The unit provides a strong foundation for understanding consumers and developing marketing strategies in these contexts.
Students are able to (1) identify the major possible factors that may affect consumer decision making in a range of scenarios; (2) identify in a business context consumer behaviour aspects and to recommend appropriate marketing tactics and strategies; (3) demonstrate the ability to give oral presentations that are clear and coherent to specialists and non-specialists; (4) apply the various theories and frameworks learned in a variety of contexts including purchase, consumption or endorsement of a good, service, brand or cause; and (5) demonstrate an understanding of social, cultural or demographic changes and how these issues affect society as a whole.
Indicative assessments in this unit are as follows: (1) participation; (2) quizzes; and (3) project. Further information is available in the unit outline.

Supplementary assessment is not available in this unit.
Unit Coordinator(s)
Professor Julie Lee
Unit rules
Contact hours
lecture/seminar/tutorial: up to 3 hours per week
  • The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
  • All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
  • Unit readings, including any essential textbooks, are listed in the unit outline for each unit, one week prior the commencement of study. The unit outline will be available via the LMS and the UWA Handbook one week prior the commencement of study. Reading lists and essential textbooks are subject to change each semester. Information on essential textbooks will also be made available on the Essential Textbooks. This website is updated regularly in the lead up to semester so content may change. It is recommended that students purchase essential textbooks for convenience due to the frequency with which they will be required during the unit. A limited number of textbooks will be made available from the Library in print and will also be made available online wherever possible. Essential textbooks can be purchased from the commercial vendors to secure the best deal. The Student Guild can provide assistance on where to purchase books if required. Books can be purchased second hand at the Guild Secondhand bookshop (second floor, Guild Village), which is located on campus.