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|Enrolment modes:||(B, X)|
MPK732, MPR732 or MPT732
|Contact hours:||1 x 3 hour seminar per week|
|Note: Online teaching methods require internet access. Please refer to the most current computer specifications.|
The intent of this unit is to develop students' understanding of the importance of consumer behaviour theory and research in the formulation and execution of marketing communications. Topics include consumer decision processes, factors influencing consumer behaviour (individual, psychological and environmental factors), brand positioning and marketing communications campaign objectives, creative strategy, media strategy and other marketing communications (i.e., sales promotion, corporate image advertising, sponsorships, public relations, personal selling and direct marketing). A variety of marketing communications campaigns, from both profit and non-profit organisations, will be used to illustrate the interplay between consumer behaviour and marketing communications.
Written Assignment 3500 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**||Student Contribution Rate***||Fee rate - Domestic Students||Fee rate - International students|
* Student contribution rate for Commonwealth Supported students who commenced studies from 2010
** Student contribution rate for Commonwealth Supported students who commenced studies from 2009
*** Student contribution rate for Commonwealth Supported students who commenced studies from 2008
Please note: Unit fees listed do not apply to Deakin Prime students.