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MMK266 - Consumer Behaviour

Unit details

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:

J Newton


MMK277 or MMK101



Incompatible with: Nil
Contact hours:

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

Cloud (Online): Learning experiences are via CloudDeakin


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 - Research report (3500 words) and video presentation ( 5 minutes) - 40%

Examination (2 hours) - 60%

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

Unit Fee Information

Unit fee information available soon

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