MMK266 - Consumer Behaviour
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Waterfront (Geelong), Cloud (online) Trimester 2: Burwood (Melbourne), Cloud (online) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| 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 (online) | 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.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end of unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Unit Fee Information
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