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

Behavioural concepts and theories relating to consumer behaviour and consumer decision making process. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and consumers' individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overview of organisational buying.

Objectives

The learning goals associated with this unit are to:

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

Assessment

Within semester assessment: 50%
Examination (3 hours): 50%

Contact hours

OCL students are expected to undertake 10 hours of guided study time per week, including asynchronous online discussion board activities

Prerequisites

Students must have passed MKW1120 or MKG1120 before undertaking this unit.

Prohibitions

MKW2111, MKC2110, MKW2402