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MPK712 - Advertising and Consumer Behaviour

Unit details

Note: You are seeing the 2014 view of this unit information. These details may no longer be current.
Year2014 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

P Harrison


MPK732, MPR732 or MPT732

Incompatible with: ALR710
Contact hours: 1 x 3 hour seminar per week


You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.


The intent of this unit is to develop students' understanding of the importance of consumer behaviour theory and research in the formulation and execution of marketing communications. Topics include consumer decision processes, factors influencing consumer behaviour (individual, psychological and environmental factors), brand positioning and marketing communications campaign objectives, creative strategy, media strategy and other marketing communications (i.e., sales promotion, corporate image advertising, sponsorships, public relations, personal selling and direct marketing). A variety of marketing communications campaigns, from both profit and non-profit organisations, will be used to illustrate the interplay between consumer behaviour and marketing communications.


Assessment 1 (Individual) - 40%:

-Written Assignment (3500 words) or

-Video documentary or podcast of 7 minutes plus a written script or documentation outlining the processes and references used to develop the documentary or podcast

Examination 2hours - 60%

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.

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