MMK266 - Consumer Behaviour

Year: 2018 unit information
Enrolment modes: Trimester 1: Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Cloud (online)
Credit point(s): 1
EFTSL value: 0.125
Unit chair:

Nick McClaren


MMK277 or MMK101

Corequisite: Nil
Incompatible with: Nil
Contact hours:

Campus: 1 x 1 hour class and 1 x 2 hour seminar per week

Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (recordings provided) per week


Consumers lie at the heart of the marketing exchange, so understanding how they think, feel, and respond to the world around them is essential for developing marketing strategies that work. This unit consequently explores some of the psychological, social, and cultural processes that make consumers ‘tick’ and shows how knowledge of these processes can be used to better market both new and existing products and services.



Assessment 1 (individual) - Written assignment - Interview analysis (500 words) - 10%

Assessment 2 (individual) - Written assignment: Literature review (1000 words) - 20%

Assessment 3 (individual) - Written assignment: Communication plan (1000 words), Video Pitch (2 minutes) - 30%

Examination (2 hours) - 40%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

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