2021 unit information
Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)Trimester 2: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)
MMK277 or MMK101
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
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
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 UnitAt the completion of this Unit, successful students can:
Describe and analyse how individuals act, think, and feel across diverse consumer contexts.
Critically analyse and synthesize information from academic journals, industry publications, market research, and other material.
GLO3: Digital literacyGLO4: Critical thinking
Devise and develop consumer marketing strategies based on this analysis.
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment 2: (Individual) (Two parts)
Part A: Written communication plan
Part B: Video pitch
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: achieve at least 50% of the marks available on the examination
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.
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