MMK266 - Consumer Behaviour

Year:

2020 unit information

Enrolment modes:

Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)
Trimester 2: Burwood (Melbourne), Waterfront (Geelong), 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 and 1 x 2 hour seminar per week

*1 x 2 hour seminar per week only

Scheduled learning activities - cloud (online)

1 x 1 hour class (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 examination

Unit Fee Information

Click on the fee link below which describes you:

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