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MMK266 - Consumer Behaviour


2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:

Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)

Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Nicholas Mcclaren
Trimester 2: Stephen La Macchia

MMK277 or MMK101

Incompatible with: Nil
Typical study commitment:

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

Scheduled learning activities - campus:

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

*1 x 1 hour class (recordings provided) and 1 x 2 hour seminar per week only

Scheduled learning activities - cloud:

1 x 1 hour class (recordings provided) and 2 hour online seminar (livestreamed with recordings provided) per week


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.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes


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

GLO1: Discipline-specific knowledge and capabilities


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

GLO3: Digital literacy
GLO4: Critical thinking


Devise and develop consumer marketing strategies based on this analysis.

GLO5: Problem solving


These Unit Learning Outcomes are applicable for all teaching periods throughout the year


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) (Two parts)

Part A: Written communication plan

Part B: Video pitch


1500 words

2 minutes




Week 9
Examination 2 hours 40% Exam 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 examination

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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