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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


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

* 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

All Commonwealth Supported Place (CSP), fee paying undergraduate and pre-2016 commencing students

Unit fee information available soon

2016 commencing International and full fee paying postgraduate domestic students

Your units are priced based on the course you are enrolled in. Please refer to the current year's course entry to estimate the unit cost.

You can calculate the cost of each unit by using the following calculation:

Course fee x unit EFTSL value = unit price

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