Handbook home
Consumer Behaviour (MKTG90008)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Semester 1: mphipps@unimelb.edu.au
Semester 2: rcan@unimelb.edu.au
Semester 2
Semester 1: mphipps@unimelb.edu.au
Semester 2: rcan@unimelb.edu.au
Overview
Availability | Semester 1 Semester 2 |
---|---|
Fees | Look up fees |
This subject examines the factors affecting the purchase, usage and disposal of products and services. Topics include the introduction and application of customer behaviour concepts to marketing decision making; consumer behaviour models of information processing; the identification of psychological variables which influence customer decision making; social factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Explain the concepts and models applied in consumer behaviour;
- Describe and apply consumer behaviour concepts to marketing decision-making;
- Evaluate the importance of understanding consumer behaviour;
- Identify and apply the psychological and external variables that influence customer decisions;
- Explain and analyse various consumer-related market research techniques;
- Synthesise various theories and models of consumer behaviour and apply these notions to case studies; and
- Critically evaluate the use of consumer behaviour techniques.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Collaborative learning and teamwork, which should be developed through group work during tutorials and completing a collaborative, semester long assignment;
- Problem solving and critical thinking, which should be fostered through the tutorial program that requires students to critically evaluate and apply theoretical material to real world case studies;
- Oral and written communication, which should be developed through participation in the interactive tutorial program and completion of the assessment requirements;
- Critical and strategic thinking;
- Explanation of an argument or analysis logically;
- Synthesis of different theories; and
- Application of management theories to real world scenarios.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Additional details
- A 2-hour examination. End-of-semester (50%);
- 4000 word group assignment (normally in groups of 3-5). Due between week 10 and 12 (30%);
- Team case presentation (normally in groups of 3-5). Throughout the semester (10%); and
- Class participation. Throughout the semester (10%)."
Note: Successful completion of this subject requires a pass (50%) in the final exam.
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Marcus Phipps Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 27 February 2017 to 28 May 2017 Last self-enrol date 10 March 2017 Census date 31 March 2017 Last date to withdraw without fail 5 May 2017 Assessment period ends 23 June 2017 Semester 1 contact information
Semester 1: mphipps@unimelb.edu.au
Semester 2: rcan@unimelb.edu.au - Semester 2
Principal coordinator Robin Canniford Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 24 July 2017 to 22 October 2017 Last self-enrol date 4 August 2017 Census date 31 August 2017 Last date to withdraw without fail 22 September 2017 Assessment period ends 17 November 2017 Semester 2 contact information
Semester 1: mphipps@unimelb.edu.au
Semester 2: rcan@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
You will be advised of prescribed texts by your lecturer.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Food and Packaging Innovation Course Master of Management (Marketing) Informal specialisation 150 Point Master of Management (Marketing) Informal specialisation 150 point Master of Marketing Communications - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 9 April 2024