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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Cross-Cultural Consumer Behaviour (MBS575)

Organisational Unit Business
Credit Points 3
Availability MURDOCH: S1-internal, S1-external
Teaching Timetables Murdoch S1
Description Provides the fundamental skills students need to understand how and why consumers from different countries and cultural backgrounds make decisions regarding the goods and services they purchase. The global economy is affected by consumer behaviour culture, lifestyle and group behaviours. This unit will demonstrate relationships between consumer decisions, behaviours and the social environment
Unit Learning Outcomes Upon successful completion of this unit student will be able to:
ULO1: Demonstrate specialised knowledge of consumer behaviour theories.
ULO2: Critically evaluate consumer behaviour theories within a global context
ULO3: Apply cross cultural consumer behaviour theories, concepts and models to marketing situations
ULO4: Design a proposal for a brand and its consumers operating in a foreign market
ULO5: Demonstrate effective verbal, written, and team interpersonal skills appropriate to working in cross cultural contexts
Timetabled Learning Activities The main mode of learning is facilitated through combined lectures/seminars for 6 (3 hours) weeks, and one Saturday or Sunday lecture/seminar (6 hours)
Unit Learning Experiences Teaching sessions will introduce new perspectives and key topics relevant to various marketing management activities in cross-cultural situations. The unit is delivered using blended learning design features with core unit materials provided in a digital format followed up by small class knowledge application and skills development. This is enhanced by self-directed learning to further develop skills and application of knowledge to practical and current issues.
Other Learning Experiences Self-directed and guided research regarding consumer learning experiences in selected cultural environments around the globe.
Assessment Test/Quiz(s) worth 30%
Reflection Essay and presentation (35%)
Consumer Insights Analysis (Group) (35%)
Prerequisites Nil.
Previously 2015: 'Cross-Cultural Consumer Behaviour and Neuromarketing'
Appears in these Courses/Majors:
see individual structures for context
Master of Business Administration (Global) (MBA(Global))
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


Unit Coordinator
Dr Cheryl Leo
Senior Lecturer

Murdoch Campus
t: 9360 6158
e: C.Leo@murdoch.edu.au
o: 512.2.007 - Murdoch Business School, Murdoch Campus
Unit Contacts

MURDOCH: S1-External
MURDOCH: S1-Internal
Dr Cheryl Leo
Senior Lecturer

Murdoch Campus
t: 9360 6158
e: C.Leo@murdoch.edu.au
o: 512.2.007 - Murdoch Business School, Murdoch Campus
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