MMK266 - Consumer Behaviour
Unit details
Year: | 2021 unit information |
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Important Update: | Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester. Thank you for your flexibility and commitment to studying with Deakin in 2021. Last updated: 4 June 2021 |
Enrolment modes: | Trimester 1: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online) |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Unit Chair: | Trimester 1: Stephen La Macchia Trimester 2: Paul Harrison |
Prerequisite: | MMK277 or MMK101 |
Corequisite: | Nil |
Incompatible with: | Nil |
Typical 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 1 hour class (recordings provided) and 1 x 2 hour seminar per week only |
Scheduled learning activities - cloud: | 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.
ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
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ULO1 | Describe and analyse how individuals act, think, and feel across diverse consumer contexts. | GLO1: Discipline-specific knowledge and capabilities |
ULO2 | Critically analyse and synthesize information from academic journals, industry publications, market research, and other material. | GLO3: Digital literacy |
ULO3 | Devise and develop consumer marketing strategies based on analysis. | GLO5: Problem solving |
These Unit Learning Outcomes are applicable for all teaching periods throughout the year
Assessment
Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
Assessment 1: (Individual) - Written assignment - Interview analysis | 1000 words | 20% | Week 4 |
Assessment 2: (Individual) (Two parts) Part A: Written communication plan Part B: Video pitch |
1500 words 2 minutes |
30% 10% | Week 9 |
24 hour Open Book Online Examination | maximum 2000 words | 40% | Exam period |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: achieve at least 50% of the marks available on the examination
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK266 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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