MKF2111 · Buyer behaviour

Overview

This unit draws upon the concepts and theories developed in the social sciences to provide you with insight into the drivers of consumer behaviour. The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to organisations who can apply it to develop more effective marketing strategies.

Offerings

Assessment

The Handbook lists an examination for this unit.

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

Learning outcomes

1. appraise the main drivers of consumer behaviours and decision making processes to influence policies and marketing strategies
2. use consumer behaviour knowledge to critically evaluate and enhance the effectiveness of marketing strategies, including the appropriate use of digital technology
3. communicate clearly and effectively how this knowledge can be used to help consumers make better and more informed decisions
4. embed ethical considerations into the evaluation of marketing strategies and propose solutions that result in sustainable and equitable outcomes for consumers and the environment
5. 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.

Student experience, not official rules. Nothing here changes what the Handbook says.