MMK713 - Consumer Behaviour
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| Previously coded as: | MPK713 |
| EFTSL value: | 0.125 |
| Prerequisite: | Nil |
| Corequisite: | For M820 students: Nil For all other students: Any unit in MBA704, MBR704, MBA720, MBT720, MPK732, MMK732, MPT732 or MMT732 |
| Incompatible with: | MPK712 |
| Study commitment | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Scheduled learning activities - campus | 1 x 3 hour on-campus (livestreamed) seminar (recordings provided) each week.
|
| Scheduled learning activities - online | 1 x 3 hour recorded seminar each week. |
Content
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.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment task to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Unit Fee Information
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