Faculty of Business and Economics

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Monash University

Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

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

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2011 (On-campus split block of classes)
Coordinator(s)Professor Harmen Oppewal


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.


The learning goals associated with this unit are to:

  1. 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
  2. analyse and critically assess the nature of explanation from a range of perspectives and describe the debates over what constitutes a 'scientific' explanation
  3. analyse selected topics from the current consumer behaviour literature from different and multidisciplinary perspectives and critically compare and evaluate these perspectives
  4. critical evaluation of the usefulness of some of the core concepts in the consumer behaviour literature for marketing practice.


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

Chief examiner(s)

Harmen Oppewal

Contact hours

3 hours per week


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.