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2021 unit information
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Last updated: 4 June 2021
Nil
MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732
Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.
11 x 3 hour class/seminar weekly (livestreamed synchronously with recordings provided)
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.
Evaluate the behaviour of consumers using a multi-discipline approach (psychology, behavioural economics, philosophy, cultural anthropology and sociology) and analyse the factors that influence their behaviour
GLO1: Discipline-specific knowledge and capabilitiesGLO4: Critical thinkingGLO8: 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.
ULO3
Apply a variety of communication skills to articulate appropriate consumer marketing strategies, models and frameworks across diverse contexts
GLO1: Discipline-specific knowledge and capabilitiesGLO2: Communication
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
2500 words
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 in Assessment 4.
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.
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