Monash University Handbook 2010 Postgraduate - Unit

Synopsis

Explores the role and contribution of the behavioural sciences of the field of buyer/consumer behaviour and marketing through critical reading of current consumer research literature and the application of theory to the analysis of consumer behaviour in relation to two competing products. Includes literature review, group project and presentations.

Objectives

The learning goals associated with this unit are to:

• describe, identify and critically assess the role and contribution of the main paradigms in the behavioural sciences to the field of buyer/consumer behaviour and marketing decision making
• analyse and critically assess the nature of explanation from a range of perspectives and describe the debates over what constitutes a 'scientific' explanation
• analyse selected topics from the current consumer behaviour literature from different and multidisciplinary perspectives and critically compare and evaluate these perspectives
• critical evaluation of the usefulness of some of the core concepts in the consumer behaviour literature for marketing practice.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Harmen Oppewal

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF9110 and either MKX9160, MKX9550 or MBA9006 or an undergraduate major in Marketing. Students with an undergraduate major in Marketing will need to contact the course director for approval before enrolling in the unit.