MKM5402 · Contemporary consumer behaviour

Overview

Consumer behaviour is an important core for marketing and this unit seeks to understand how the current marketing environments shape consumer decisions. Psychological and behavioural insights are examined, discussed, and applied in both online and offline consumers. Theories in consumer behaviour are critically evaluated and case discussions will help you to understand the mindsets of consumers in real-world contemporary contexts.

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

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

Requisites

Learning outcomes

1. understand the fundamental ethical, cultural, and global issues of consumer behaviour in the modern world
2. apply consumer behaviour theories into contemporary contexts
3. critically evaluate the consumer decision-making process that are applicable in both online and offline contexts.

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.