MMK266 - Consumer Behaviour

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 1: Waterfront (Geelong), Online
Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Leanne Bilinski
Trimester 2: Jay Zenkic
Prerequisite:

MMK277 or MMK101

Corequisite:Nil
Incompatible with: MMK366, MMK703
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 1 hour recorded lecture provided and 1 x 2 hour on-campus seminar each week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 1 hour recorded lecture and 1 x 2 hour online seminar (recordings provided) each week. 

Content

Consumers lie at the heart of the marketing exchange, so understanding how they think, feel, and respond to the world around them is essential for developing marketing strategies that work. This unit consequently explores some of the psychological, social, and cultural processes that make consumers ‘tick’ and shows how knowledge of these processes can be used to better market both new and existing products and services.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Describe and analyse how individuals act, think, and feel across diverse consumer contexts.

GLO1: Discipline-specific knowledge and capabilities

ULO2

Critically analyse and synthesise information from academic journals, industry publications, market research, and other material.

GLO3: Digital literacy
GLO4: Critical thinking

ULO3

Devise and develop consumer marketing strategies based on analysis.

GLO5: Problem solving

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1: (Individual) Written assignment: Interview analysis 1000 words 20% Week 4

Assessment 2: (Individual) 
Written Communication Plan

1500 words 

40%  

Week 9

End-of-unit assessment task: Written

2000 words

40%

End-of-unit assessment period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK266 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.

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