MMK266 - Consumer Behaviour
Unit details
| Year | 2017 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Waterfront (Geelong), Online Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit chair: | Nicholas McClaren (Trimester 1), Joshua Newton (Trimester 2) |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Contact hours: | Campus: 1 x 1 hour class and 1 x 2 hour seminar per week Cloud (Online): 1 x 1 hour class (recordings provided) + 2 hour online seminar (recordings provided) per week |
Content
This unit looks at marketing from the perspective of the consumer. It covers consumer decision making, the psychology of the consumer and the social and economic environment in which the consumer operates. The unit shows how this understanding of consumers can be used to develop marketing strategies for both innovative and existing products and services.
Assessment
Assessment 1 (individual) - Written assignment - Interview analysis (500 words) - 10%
Assessment 2 (individual) - Written assignment: Literature review (1000 words) - 20%
Assessment 3 (individual) - Written assignment: Communication plan (1000 words), Video Pitch (2 minutes) - 30%
Examination (2 hours) - 40%
Hurdle requirement: achieve at least 50% of the marks available on the examination
Unit Fee Information
| Student Contribution Rate* | Student Contribution Rate** | Fee rate - Domestic Students | Fee rate - International students |
| $1324 | $1324 | $2864 | $3084 |
* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.