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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
Dr Marcus Phipps mphipps@unimelb.edu.au
Semester 2
Dr Robin Canniford rcan@unimelb.edu.au
Overview
Availability | Semester 1 Semester 2 |
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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 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019 Semester 1 contact information
Dr Marcus Phipps mphipps@unimelb.edu.au
- Semester 2
Principal coordinator Robin Canniford Mode of delivery On Campus (Parkville) Contact hours 36 hours (one 3 hour seminar per week) Total time commitment 170 hours Teaching period 29 July 2019 to 27 October 2019 Last self-enrol date 9 August 2019 Census date 31 August 2019 Last date to withdraw without fail 27 September 2019 Assessment period ends 22 November 2019 Semester 2 contact information
Dr Robin Canniford 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) - 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.
- 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 2024