MMK266 - Consumer Behaviour
|Year||2016 unit information|
|Enrolment modes:||Trimester 1: Waterfront (Geelong), Cloud (online)|
Trimester 2: Burwood (Melbourne), Cloud (online)
MMK277 or MMK101
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.
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 (4000 words) - 40%
Examination (2 hours) - 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination