Faculty of Business and Economics

Monash University

Postgraduate - Unit

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.

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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
Organisational UnitDepartment of Marketing
OfferedCaulfield Second semester 2015 (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: 40%

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)


MKF9110 or MKF5911 and MKX9160 or MKF5916 or be enrolled in course 4431.