This unit entry is for students who completed this unit in 2016 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.

MKG2402 - Consumer behaviour

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

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

Faculty

Business and Economics

Organisational Unit

Department of Marketing

Offered

Gippsland

Second semester 2016 (Off-campus)

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.

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.