Micro-Credential Credit Bearing

Micro-Credential in
Consumer Behaviour


Course Category:

Business Skills, Marketing Skills, Psychology Skills

Mode of Delivery: 

Conventional / ODL

Language of Instruction:


Level of the Course:

Year 1


Not Applicable

Credit Value:

3 credits


14 Academic Weeks

Total Learning Hours:

120 hours


The objective of this micro-credential course is to provide student the knowledge to apply the concepts, empirical findings and methodologies of consumer behaviour to identifying and measuring behaviour and making better marketing decisions.

Learning Outcomes

  1. Explain the factors which shape and influence consumers in their consumption behaviour, to include individual, social and cultural factors
  2. Explain consumer decision-making processes and assess their relevance in marketing and marketing planning 
  3. Analyse the theories relating to consumer behaviour and evaluate their relevance to “real-world” scenarios 
  4. Apply their knowledge/understanding of consumer behaviour to the marketing function

Assessment Methods 
and Types:

Mid Term -30%, Assignment – 20% and Final Exam -50%

Content Outline:

  1. Introduction to Consumer Behaviour & Consumer Research 
  2. Creating Marketing Strategies for Customer-Centric Organisations
  3. Shopping, Buying and Evaluating 
  4. Consumer Perception
  5. Consumer Motivation, Values and Lifestyle 
  6. Consumer Beliefs, Feelings, Attitudes & Intentions 
  7. Consumer Learning and Memory 
  8. The Self and Individual Decision Making
  9. Group Influence and Opinion Leadership
  10. Asian family structure & Household Influences
  11. Culture, Ethnicity & Social Causes
  12. New Times, New Consumer

Additional Requirement:

– Able to communicate in English

Entry Requirement:

Minimum Age: 19 years old

Click [here] to contact us if you are below the Minimum Age

Next Intake

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Time Table

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Course Price:


Why Choose a Micro-Credential Credit Bearing?

Pathway to Academic Qualification
Stackable & Modulised Learning
Competency & Versatility
Recognition & Accredited
14 Academic Weeks
Join RU Class
Doing While Learning
Digital Credentials
Life Long Learning

Pathway to the Qualification

Entry Requirement of the Origin Programme

Bachelor of
Business Administration (Honours)

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Bachelor of
Supply Chain Management (Honours)

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