Return to previous page

MMK266 - Consumer Behaviour

Unit details

Note: You are seeing the 2017 view of this unit information. These details may no longer be current. [Go to the current version]
Year2017 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:

Nicholas McClaren (Trimester 1), Joshua Newton (Trimester 2)


MMK277 or MMK101



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


This unit looks at marketing from the perspective of the consumer. It covers consumer decision making, the psychology of the consumer and the social and economic environment in which the consumer operates. The unit shows how this understanding of consumers can be used to develop marketing strategies for both innovative 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

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students

* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.

Return to previous page