MPK713 - Consumer Behaviour


2023 unit information

Enrolment modes: Trimester 2: Burwood (Melbourne), Online
Credit point(s): 1
Previously coded as: Nil
EFTSL value: 0.125



MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732

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.

Scheduled learning activities - campus

11 x 3 hour class/seminar weekly (livestreamed with recordings provided) 



Scheduled learning activities - online

11 x 3 hour class/seminar weekly (livestreamed 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.

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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