MKF2111 - Buyer behaviour - 2017

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.


Business and Economics

Organisational Unit

Department of Marketing


Dr Gerri Spassova

Unit guides



  • First semester 2017 (Day)
  • Second semester 2017 (Day)

City (Melbourne)

  • Trimester A 2017 (Day)
  • Trimester B 2017 (Day)
  • Trimester C 2017 (Day)


This unit draws upon the concepts and theories developed in the social sciences to provide students with insight into the drivers of consumer behaviour. The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to organisations who can apply it to develop more effective marketing strategies.


The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the consumer decision making process and the main factors that influence consumer behaviour
  2. use consumer behaviour concepts to evaluate and enhance the effectiveness of marketing strategies
  3. explain how this knowledge can be used to help consumers make better and more informed decisions.


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)


MKF1120, MKW1120 or MKP1120


MKC2110, MKG2402, MKP2700, MKP2701, MKW2111, MKW2402