Use the Tab and Up, Down arrow keys to select menu items.
This course delves into the intricacies of consumer behaviour, and how we can gain insights for marketing strategy and decision making. We uncover how consumers think, make decisions, choose between marketing offerings, consume, and dispose of products and services, and how we might use that information to build marketing strategy, and create pro-social impact within the unique bicultural Aotearoa New Zealand context and beyond.
The Learning outcomes of the course are:1. Apply theories and research methodologies to uncover the underlying psychological processes that drive consumer behaviour.2. Critically reflect on the social, cultural, and geographical aspects that form and restrict consumer behaviour.3. Synthesise ethical considerations, including Māori culture and societal impacts related to consumer behaviour, inclusion, and equity, into decision making processes within marketing.4. Apply key learnings to specific consumer behaviours and draw strategic insights for marketing strategy.5. Embed an understanding of consumption within a Māori and Pasifika context into marketing strategy and planning.
MKTG204
Students must attend one activity from each section.
Ann-Marie Kennedy
Jenna Elston
The ‘45% rule’ does not apply to this course. That is, students do not need to reach 45% weighted average across invigilated assessments. Please refer to Learn for further information.Assessment In Te Reo MāoriIn recognising that Te Reo Māori is an official language of New Zealand, the University provides for students who may wish to use Te Reo Māori in their assessment. If you intend to submit your work in Te Reo Māori you are required to do the following: Read the Assessment in Te Reo Māori Policy and ensure that you meet the conditions set out in the policy. This includes, but is not limited to, informing the Course Coordinator 1) no later than 10 working days after the commencement of the course that you wish to use Te Reo Māori and 2) at least 15 working days before each assessment due date that you wish to use Te Reo Māori.
Domestic fee $1,130.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .