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What you can expect from the subject
AIB’s Consumer Behaviour MBA subject is a required subject for students undertaking the MBA (Marketing Management) specialisation that is also available as an elective subject for MBA (General) Award students. This subject provides an in-depth exploration of consumer behaviour, decision-making, and customer experience management; deepening your understanding of the intricacies of consumer behaviour.
You will develop a crucial skillset for modern business by not only examining how consumers search for, purchase, use, evaluate, and dispose of products and services but also delving into the internal and external factors that influence consumer actions. This knowledge empowers marketers and managers to target markets effectively and craft engaging marketing mix strategies.
Additionally, you will explore customer experience management, focusing on the customer’s journey while examining their cognitive, emotional, behavioural, sensorial, and social responses. Through this application, you will learn the significance of integrating and measuring customer experiences, addressing a key challenge facing many enterprises today.
| AIB Subject Code | 9023CB |
| Qualifications | MBA (General) MBA (Marketing Management) |
| AQF Level | Level 9 |
| Delivery | 100% online |
| Subject Length | 8 weeks |
| Prerequisite Subjects | Marketing Management |
| Start Dates | 2024 MBA Timetable 2025 MBA Timetable |
Subject Learning Outcomes
On successful completion of this subject, students should be able to meet the following subject learning outcomes:
- Demonstrate advanced understanding of consumer behaviour and customer experience management theories and practices.
- Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour.
- Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management.
- Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets.
- Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, customer experience auditing and deriving recommendations to enhance customer experience.
Key topics such as…
- Foundations of Consumer Behaviour and Customer Experience Management (CMX)
- Market segmentation: segmenting, targeting and positioning for diverse consumer markets
- CMX perspectives on segmentation, targeting and personas
- The consumer as an individual: needs, motivation, personality and self-concept
- Consumer perception, learning, involvement and attitude
- The influence of external factors (family, cultural and societal) on consumer behaviour
- Consumer decision-making and journey mapping
- Researching, analysing and reporting on customer experiences
Subject Faculty
The AIB academic team hold significant qualifications and experience in their field of expertise. Our academics strive for excellence in teaching, learning, scholarship and research so they can deliver high quality, life-changing experiences for our students.
Senior Lecturer, Marketing and Entrepreneurial Management Discipline
Doctor of Philosophy (University of Adelaide), MSc in Luxury Goods and Services (International University of Monaco), BSc in Bioinformatics and Computational Biology (Jacobs University)
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Senior Lecturer and Discipline Leader, Marketing and Entrepreneurial Management Discipline
Doctor of Philosophy (University of Adelaide), MBA (Uzbek-American Academy), Master of Public Health (Maastricht University), Bachelor of Science (Kazakh National Medical University)
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Lecturer, Human Resource and Management Discipline
MBA, Post Graduate Certificate (Industrial Relations and Managing Human Resources), Certificate IV in Training and Assessment, Certificate in Qualitative Research Methods
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Read moreConsumer Behaviour really surprised me. It was the most fascinating and eye opening subject because it makes you think about the behaviours that lead people to make the decisions they do as consumers, as well as your own behaviour and characteristics.
Denise Edwards
Senior Manager, Customer Orchestration, Capabilities and Delivery, TD Bank | AIB MBA Graduate
Related Subjects
How you will learn
100% Online MBA Learning
Our innovative Student Learning Portal is your ultimate digital resource for everything you’ll need to successfully complete this subject and your online MBA, with the flexibility to access your learning materials, videos, podcasts and other multimedia on any device. You’ll engage with fellow students and have key concepts explained by your Online Facilitators in webinars and forums.
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In addition to the Student Learning Portal, the myAIB app allows you to download modules and full subjects to view offline to save your cellular data, receive notifications for assessments and webinars, listen to audio versions of modules through Soundcloud and enjoy many other useful features.
The myAIB learning portal app is available on Google play and on the Apple app store.
AIB supports your success
When you study with AIB, you’ll be supported by our skilful team of over 180 academic, student support and professional staff, who will be with you every step of your MBA journey.
Student Learning Portal
- Our innovative Student Learning Portal provides all the resources and support you’ll need to successfully complete your MBA studies
Academics
- Highly qualified and experienced academics
- Practice-centric curricula, innovative learning resources and realistic assessment techniques
Study Tools
- Access to tools you’ll need to successfully complete your degree and excel in your career including Office 365, LinkedIn Learning, Scite_, GrammarlyEDU and Endnote
Student Support
- Dedicated student and enrolment teams
- Supporting you with any issues big or small from orientation to graduation
Online Facilitators
- Each class has a dedicated Facilitator (OLF) and a limit of just 50 students to ensure you’ll benefit from high levels of interaction, relationship building and learning
Wellbeing and career support
- Access to a confidential support service providing personal counselling, wellbeing advice and career assistance
Frequently Asked Questions
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What will I learn by taking Consumer Behaviour?
Consumer Behaviour will help you build a strong understanding of factors that influence consumer behaviour and purchase intentions. You will explore how consumers form attitudes and how these attitudes can be changed, how perceptions are created and how to evaluate consumer perceptions, and the role personality and motivation play in influencing how consumers choose the products, services and experiences they purchase. Moreover, you will also learn about the role of external factors, such as reference groups (family, friends etc.), culture and the organisation’s marketing efforts, in influencing decision-making.
Most importantly, you will learn how to create a customer journey map and conduct a customer experience audit, all with the aim of providing recommendations on how to improve said experience.
Is prior knowledge required to succeed in the subject?
No prior knowledge is required to succeed in the subject. However, before enrolling in Consumer Behaviour, students will complete the subject of Marketing Management that touches on the importance of customer voice throughout the marketing planning process, serving as a good first step towards Consumer Behaviour.
Would I be able to utilise knowledge from this subject to complete my final MBA Project?
Absolutely! In the final MBA subject, Project, you are tasked to identify a company issue or opportunity and choose appropriate theories and frameworks to explore and resolve said issue. Customer experience theory, journey mapping and customer experience auditing knowledge will provide you with a very strong foundation to succeed in Project, should you choose Marketing Management as a discipline, and consumer behaviour as a focus.
Can I specialise my MBA in marketing?
Yes, AIB offers an MBA specialisation in Marketing Management, which prepares experienced and aspiring marketing practitioners to move rapidly into more senior roles. Should you choose to specialise in the MBA (Marketing Management), you will have the opportunity to explore subjects like Consumer Behaviour, Digital Marketing, and New Product Design to further develop your expertise in Marketing; while gaining an up-to-date and holistic business education through the rest of AIB’s core MBA subjects.
How do I apply to study Consumer Behaviour?
If you’re interested in studying Consumer Behaviour and the AIB MBA, get in touch with an AIB Enrolment Advisor to discuss your application and timetabling.
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