Units / MKC2110
MKC2110 · Buyer behaviour in marketing
2027 Handbook6 credit pointsLevel 2Department of Marketing
Overview
Throughout their lives, consumers make both simple and complex decisions about acquiring, using, or disposing of offerings. Understanding how and why these decisions are made is of great interest to marketers. Marketers can use such knowledge to understand what is valued by consumers. You will explore both the internal and external influences on the consumer decision-making process. You will also examine how marketers can make use of these consumer behaviour insights to better predict consumer behaviour, influence consumer decisions and develop consumer-orientated marketing strategies.
Offerings
| Campus | Teaching period | Mode |
|---|---|---|
| Clayton | First semester | Teaching activities are on-campus (ON-CAMPUS) |
Assessment
The Handbook lists an examination for this unit.
| # | Assessment | Type | Weight | Hurdle |
|---|---|---|---|---|
| 1 | 1 - Exercise | Exercise | 4% | — |
| 2 | 2 - Exercise | Exercise | 11% | — |
| 3 | 3 - Project | Project | 55% | — |
| 4 | 4 - Examination | Examination | 30% | — |
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Requisites
Learning outcomes
- illustrate the application of consumer behaviour concepts, theories, and models that are relevant to the inclusive practice of marketing
- describe the different paths that consumers can engage in making decisions about acquiring, using, or disposing of offerings
- communicate clearly and effectively how internal and external influences can be used to help consumers make better and more informed decisions
- evaluate marketers' use of consumer behaviour insights in the development and implementation of consumer-oriented marketing strategies in a team environment
- recognise the importance of research in the context of consumer behaviour
Workload
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
| Activity | Duration |
|---|---|
| Tutorials | 24 hours |
| Lectures | 12 hours |
Ask about MKC2110
Answered from the Handbook fields above — no AI, no guessing. Every answer links back to the source.
Community discussions about MKC2110
CommunityStudent experience, not official rules. Nothing here changes what the Handbook says.