units
MKF2111
Faculty of Business and Economics
This unit entry is for students who completed this unit in 2015 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.
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.
| Level | Undergraduate |
| Faculty | Faculty of Business and Economics |
| Organisational Unit | Department of Marketing |
| Offered | Caulfield First semester 2015 (Day) Caulfield Second semester 2015 (Day) City (Melbourne) TRI-C-29 2015 (Day) |
| Coordinator(s) | Dr Gerri Spassova |
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.
Outcomes
The learning goals associated with this unit are to:
- demonstrate a detailed understanding of the basic concepts of consumer behaviour describe how this knowledge can be used by marketers
- demonstrate ability to segment markets using consumer behaviour concepts/constructs
- identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
- analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
- explain and apply marketing communication in relation to consumer behaviour.
Assessment
Within semester assessment: 50%
Examination: 50%
Workload requirements
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
See also Unit timetable information
Chief examiner(s)
Prerequisites
Prohibitions
On our site
Authorised by: Manager, Curriculum and Publications.
Maintained by: Curriculumn and Publications.
Last updated: 18 September 2017.
Copyright © 2024 Monash University. ABN 12 377 614 012 -
Accessibility -
Caution -
Privacy
Monash University CRICOS Provider Number: 00008C, Monash College CRICOS Provider
Number: 01857J
We acknowledge and pay respects to the Elders and Traditional Owners of the land on which our Australian campuses stand. Information for Indigenous Australians