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MMK266 - Consumer Behaviour

Year:

2022 unit information

Enrolment modes:Trimester 1: Waterfront (Geelong), Online
Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Allison Ringer
Trimester 2: Jay Zenkic
Prerequisite:

MMK277 or MMK101

Corequisite:Nil
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 (pre-recordings provided) and 1 x 2 hour seminar per week

Scheduled learning activities - cloud:

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

Content

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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

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

 GLO1: Discipline-specific knowledge and capabilities

ULO2

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

GLO3: Digital literacy
GLO4: Critical thinking

ULO3

Devise and develop consumer marketing strategies based on analysis

 GLO5: Problem solving

 

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: (Individual) Written assignment: Interview analysis 1000 words 20% Week 4

Assessment 2: (Individual) 
Part A: Written communication plan
Part B: Presentation (Video Recording)

Part A: 1500 words
Part B: 2 minutes

Part A: 30%
Part B: 10%

 Week 9
Examination (Open Book) 24 hour Online Exam
 Maximum 2000 words 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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