Program Overview

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Course Overview

The course examines consumers and their consumption-related behaviours, which includes the acquisition, usage and disposition of goods, services and experiences. It focuses on understanding consumers as individuals and as members of other groups and cultures.

Course Details

• Dates: 23 Feb 2026 to 21 Jun 2026
• Starts: Trimester 1
• Fees:
  • NZ$1,325.55 for domestic students
  • NZ$4,848.90 for international students
• Lecture start times: Friday 9.30am
• Campus: Pipitea
• Estimated workload: Approximately 150 hours or 8.8 hours per week for 17 weeks
• Points: 15

Entry Restrictions

• Prerequisites: None
• Corequisites: None
• Restrictions: GBUS 532

Course Learning Objectives

Students who pass this course should be able to:

1. Understand key theories that underpin the study of consumer behaviour
2. Analyse the consumer decision-making process using consumer behaviour principles
3. Examine and apply consumer research to marketing-related problems
4. Discuss how to formulate customer engagement strategies
5. Utilise critical and creative thinking skills in the application of consumer behaviour theory

How This Course is Taught

Lectures are in person, on campus. Lectures are recorded and have no restrictions on recording availability. Lecture recordings are intended as a useful supplement to learning but not as a full substitute for lecture attendance.

Assessment

• Final Exam: 30%
• Assignment 1: Written individual report (2,500 words), 35%
• Assignment 2: Written individual essay (2,500 words), 35%

Lecture Times and Rooms

• 23 February 2026 to 5 April 2026
• 20 April 2026 to 31 May 2026

What You'll Need to Get

You do not need to get any texts or equipment for this course.

Course Coordinator and Administrator

• Course Coordinator: Dr Fandy Tjiptono
• Course Administrator: Maree Kibblewhite

Past Versions of This Course

You may be able to access older versions of this course through the course archive.

Student Feedback

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Selected Offering

MARK 532, 23 Feb–21 Jun 2026, Trimester 1 · CRN 32094

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