MMK266 - Consumer Behaviour
Unit details
| Year: | 2019 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Waterfront (Geelong), Cloud (online) |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Trimester 1 Unit Chair: | Nicholas Mcclaren |
| Trimester 2 Unit Chair: | Alison Ringer |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Scheduled learning activities - campus: | 1 x 1 hour class and 1 x 2 hour seminar per week *1 x 1 hour seminar per week only |
| Scheduled learning activities - cloud (online): | 1 x 1 hour class (recordings provided) + 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.
Assessment
Assessment 1 (individual) - Written assignment - Interview analysis (1000 words) - 20%
Assessment 2 (individual) - (Two parts, total 40%)
- Part A: Written communication plan (1500 words)- 30%
- Part B: Video pitch (2 minutes) - 10%
Assessment 3 (individual) - Examination (2 hours) - 40%
Hurdle requirement
Hurdle requirement: achieve at least 50% of the marks available on the examination
Unit Fee Information
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