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MPK713 - Consumer Behaviour

Unit details

Year2017 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Cloud (online)
Credit point(s):1
EFTSL value:0.125
Previously coded as:Nil
Unit chair:

P Harrison





Incompatible with:


Contact hours:

Campus: 3 hours per week

Cloud(online): Learning resources are via CloudDeakin



Understanding the behaviour of consumers and the factors that influence their behaviour is critical to marketing managers, CEOs, and company directors. This unit aims to explore consumer behaviour in a broad frame, and examines critical issues in consumer behaviour. The disciplines of psychology, social psychology, behavioural economics, philosophy and sociology will form the foundation for topics examined in this unit.


Assessment 1 (Group of 2-4) Detailed proposal outlining research project, 500 words, 5%

Assessment 2 (Group of 2-4) Written assignment (Case study analysis) 3000 words, 30%

Assessment 3 (Group of 2-4) Five minute digital presentation (either a short film/documentary or audio podcast) 15%

Assessment 4 (Individual) Time-based assignment (Business case study/Problem solving analysis) 2500 words, 7 days or 168 hours, 50%

Hurdle requirement: Achieve at least 50% of the marks available in Assessment 4.

Unit Fee Information

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