MPK713 - Consumer Behaviour
Unit details
| Year: | 2023 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously coded as: | Nil |
| Unit Chair: | Trimester 2: Jay Zenkic |
| Prerequisite: | Nil |
| Corequisite: | For M820 students: Nil For all other students: MBA704/MBR704 or MBA720/MBT720 or MPK732/MPT732 |
| Incompatible with: | MPK712 |
| 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: | 11 x 3 hour class/seminar weekly (livestreamed with recordings provided)
|
| Scheduled learning activities - online: | 11 x 3 hour class/seminar weekly (livestreamed with recordings provided) |
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.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Evaluate the behaviour of consumers using a multi-discipline approach. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Critically evaluate, synthesise and disseminate meaningful information from marketing research data, relevant academic and industry resources to demonstrate insights into consumer behaviour. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Apply communication skills to articulate appropriate consumer marketing strategies, models and frameworks across diverse contexts. | GLO1: Discipline-specific knowledge and capabilities |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Problem based written assignment | 2500 words | 40% | Week 9 |
| Assessment 2: (Individual) Presentation (Video Recording) | 10 minutes | 20% | Week 9 |
| End-of-unit assessment task: Written response test | 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 task 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: MPK713 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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