MPK712 - Advertising and Consumer Behaviour
Not offered in 2015
MPK732, MPR732 or MPT732
|Contact hours:||1 x 3 hour seminar per week|
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.
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.
Assessment 1 (Individual) - 40%:
-Written Assignment (3500 words) or
-Video documentary or podcast of 7 minutes plus a written script or documentation outlining the processes and references used to develop the documentary or podcast
Examination 2hours - 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination.