MMK266 - Consumer Behaviour
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Waterfront (Geelong), Online Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Jay Zenkic Trimester 2: Jay Zenkic |
| 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 (pre-recordings provided) and 1 x 2 hour seminar per week |
| Scheduled learning activities - online: | 1 x 1 hour class (pre-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 |
|---|---|---|
| ULO1 | Describe and analyse how individuals act, think, and feel across diverse consumer contexts. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Critically analyse and synthesise 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 |
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) | 1500 words | 40% | Week 9 |
| End-of-unit assessment task: Written response test | 24 hours/ 2000 words | 40% | End-of-unit assessment 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 end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
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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