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Consumer Behaviour (MKTG90008)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
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
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
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: 3 November 2022
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: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Group assignment (normally in groups of 3-5).
| From Week 10 to Week 12 | 30% |
Team case presentation (normally in groups of 3-5). | Throughout the teaching period | 10% |
Class participation. | Throughout the teaching period | 10% |
End-of-semester examination.
| During the examination period | 50% |
Last updated: 3 November 2022
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 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
Dr Marcus Phipps mphipps@unimelb.edu.au
- Semester 2
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 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 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: 3 November 2022
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: 3 November 2022