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 for 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. 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. demonstrate a detailed understanding of the basic concepts of consumer behaviour describe how this knowledge can be used by marketers
2. demonstrate ability to segment markets using consumer behaviour concepts/constructs
3. identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
4. analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
5. explain and apply marketing communication in relation to consumer behaviour.

Assessment

Within semester assessment: 50%
Examination: (2 hours): 50%

Chief examiner(s)

Ms Gerri Spassova (Semester 1)
Dr Mauricio Palmeira (Semester 2)

Contact hours

3 hours per week

Prerequisites

MKF1120 or MKW1120

Prohibitions

MKG2402