Monash University Handbook 2011 Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Synopsis

A study of the factors that influence, explain and help predict consumption behaviour in both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. Examines the use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.

Objectives

The learning goals associated with this unit are to:

1. describe the theoretical foundations of human behaviour that are relevant to the practice of marketing
2. demonstrate an ability, using academic journals, to effectively research the theoretical bases of consumer behaviour
3. evaluate the main theories and concepts from the behavioural sciences relevant to marketing and discuss how they provide a basis for understanding individual, group and cultural influences on consumer behaviour
4. illustrate the application of these concepts, theories and models in the influence, explanation and prediction of consumption behaviour
5. demonstrate an appreciation of how marketers use behavioural information in the design and development of marketing strategies.

Assessment

Within semester assessment: 40%
Examination (3 hours): 60%

Chief examiner(s)

Peter Thompson

Contact hours

3 hours per week

Prerequisites

MKC1200

Prohibitions

MKF2111, MKG2402, MKW2111, MKW2402