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MMK266 - Consumer Behaviour

Unit details

Year2016 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:

D Bednall

Prerequisite:

MMK277 or MMK101

Corequisite:

For students commencing courses M300, M307, D301, D313, D317, D321, D322, D325, D338, D366 or D388 from T1 2016: MAA103, MAE101, MAF101, MIS171, MLC101, MMK101, MMM132, MWL101.

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

Content

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

Assessment 1 (individual) - Written assignment - Research report (4000 words) - 40%

Examination (2 hours) - 60%

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

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