Consumer Behaviour (MKTG20001)

Undergraduate level 2Points: 12.5On Campus (Parkville)

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Overview

Availability
Semester 1
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Topics include the introduction and application of buyer behaviour concepts to marketing decision making; consumer behaviour models; the identification of psychological variables which influence customer decision making; external factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.

Intended learning outcomes


  • Through case studies spanning diverse product categories, you will have many opportunities to learn and apply Consumer Behaviour theories and concepts.
  • Learn theories/concepts derived from other disciplines such as psychology and sociology, and will be guided into thinking like a Marketing Manager when applying this knowledge to solve Marketing problems.
  • At the most basic level, you will begin to better understand yourself as a consumer
  • This subject will introduce you to key consumer behaviour concepts, thus equipping you ­ as current or future managers ­ with the knowledge to make effective marketing decisions
  • More broadly, you will learn to appreciate the relevance of consumer behaviour for marketers and policymakers, and organisations more generally.

Generic skills

  • High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information.

  • Moderate level of development: oral communication; receptiveness to alternative ideas; accessing data and other information from a range of sources.

  • Some level of development: use of computer software; statistical reasoning.

Last updated: 9 April 2025

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5

Corequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
 12.5

Non-allowed subjects

None

Recommended background knowledge

Please refer to Prerequisites and Corequisites.

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 2025

Assessment

Additional details

  • A 2-hour end-of-semester examination (60%)
  • A group assignment (normally in groups of 3 students) 6000 words due between week 10 and 12 (30%)
  • Tutorial participation throughout semester (10%)
  • To pass this subject students must pass the end of semester examination.

Last updated: 9 April 2025

Dates & times

  • Semester 1
    Principal coordinatorMarcus Phipps
    Mode of deliveryOn Campus (Parkville)
    Contact hoursOne 2-hour lecture and a 1-hour tutorial per week
    Total time commitment170 hours
    Teaching period26 February 2018 to 27 May 2018
    Last self-enrol date 9 March 2018
    Census date31 March 2018
    Last date to withdraw without fail 4 May 2018
    Assessment period ends22 June 2018

    Semester 1 contact information

    mphipps@unimelb.edu.au

Time commitment details

170 Hours

Last updated: 9 April 2025

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Related Handbook entries

    This subject contributes to the following:

    TypeName
    Breadth TrackThe Mind of the Consumer
  • Breadth options

    This subject is available as breadth in the following courses:

  • 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.

    Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants

    Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.

  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 9 April 2025