units

MKF5463

Faculty of Business and Economics

18 September 2017 23 December 2024
Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

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, or view unit timetables.

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2012 (On-campus split block of classes)
Coordinator(s)Professor Harmen Oppewal

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.

Outcomes

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.

Assessment

Within semester assessment: 60%
Examination: 40%

Chief examiner(s)

Professor Harmen Oppewal

Contact hours

3 hours 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.