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Unit details

MMK266 - Consumer Behaviour

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

 D Bednall (Trimester 1), M Volkov (Trimester 2)

Prerequisite:

MMK277 or MMK101

Corequisite:Nil
Incompatible with: Nil
Contact hours:

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

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

Note:

You will need to access substantial learning resources and experiences in CloudDeakin (Deakin’s online learning environment). Compliance with the Standards in computing, connectivity and student capability are a condition on your enrolment.

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: students must obtain at least 50% of the available marks in the examination in order to qualify for a passing grade.

Unit Fee Information

Student Contribution Rate*Student Contribution Rate**Fee rate - Domestic Students Fee rate - International students
$1260$1260$2594$2754

* 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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