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MPK713 - Consumer Behaviour

Year:

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), Online
Credit point(s):1
EFTSL value:0.125
Previously coded as:Nil
Unit Chair:Trimester 1: Jeffrey Rotman
Prerequisite:

Nil

Corequisite:

MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732

Incompatible with: MPK712
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:

11 x 3 hour class/seminar weekly (livestreamed synchronously with recordings provided)

Scheduled learning activities - cloud:

11 x 3 hour class/seminar weekly (livestreamed synchronously with recordings provided)

Content

Understanding the behaviour of consumers and the factors that influence their behaviour is critical to successful marketing managers, CEOs, and company directors. This unit examines consumer behaviour in a broad frame, and considers consumer behaviour from a critical and practical perspective. Students will be challenged to think broadly in the context of consumer behaviour and its application to marketing. We use multiple media platforms to examine how consumer behaviour is used and can be used in successful, contemporary commercial, government, and non-profit contexts. The disciplines of psychology, social psychology, behavioural economics, philosophy and sociology will form the foundation for topics examined in this unit.

 

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

Deakin Graduate Learning Outcomes

ULO1

Understand and evaluate the behaviour of consumers using a multi-discipline approach (psychology, behavioural economics, philosophy and sociology) and analyse the factors that influence their behaviour across diverse cultural contexts.

GLO1: Discipline-specific knowledge and capabilities
GLO8: Global citizenship

ULO2

Critically evaluate, synthesise and disseminate meaningful information from digital resources, databases, academic journals and marketing research data, to demonstrate insights into consumer behaviour.

GLO1: Discipline-specific knowledge and capabilities
GLO3: Digital literacy

ULO3

Demonstrate a variety of communication skills to articulate appropriate consumer marketing strategies, models and frameworks across diverse cultural contexts.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO8: Global citizenship

 

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

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)		 Indicative due week 
Assessment 1 (Group of 2-4) Project proposal 500 words 5% Week 4
Assessment 2 (Group of 2-4) Written assignment (Case study analysis) 3000 words 30% Week 7
Assessment 3 (Group of 2-4) Five minute digital presentation (either a short film/documentary or audio podcast) 5 minutes 15% Week 7
Assessment 4 (Individual) Time-based assignment (Business case study/Problem solving analysis)

2500 words

duration: 7 days or 168 hours,

 50% Week 11

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 in Assessment 4.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MPK713 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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