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MMK266 - Consumer Behaviour

Unit details

Year2015 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Unit chair:

D Bednall (trimester 1), N McLaren (trimester 2)


MMK277 or MMK101

Incompatible with: Nil
Contact hours:

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

Cloud (Online): Learning experiences are via CloudDeakin

* Offering combines video conference and campus seminar (located at Warrnambool) with Cloud (online) delivery.


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

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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