MPK713 - Consumer Behaviour
Unit details
Year | 2018 unit information |
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Enrolment modes: | Trimester 1: Burwood (Melbourne), Online |
Credit point(s): | 1 |
EFTSL value: | 0.125 |
Previously coded as: | Nil |
Unit chair: | Riza Casidy |
Prerequisite: | Nil |
Corequisite: | MPK732/MPT732/MPR732 |
Incompatible with: | MPK712 |
Contact hours: | Campus: 1 x 3 hour seminar (livestreamed with recordings provided) per week Cloud(online): 1 x 3 hour seminar (livestreamed with recordings provided) per week
|
Content
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.
Assessment
Assessment 1 (Group of 2-4) Project proposal, 500 words, 5%
Assessment 2 (Group of 2-4) Written assignment (Case study analysis) 3,000 words, 30%
Assessment 3 (Group of 2-4) Five minute digital presentation (either a short film/documentary or audio podcast) 15%
Assessment 4 (Individual) Time-based (Business case study/Problem solving analysis) 2,500 words, 7-days or 168-hours, 50%
Hurdle requirement: Achieve at least 50% of the marks available in Assessment 4.
Unit Fee Information
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