MMK266 - Consumer Behaviour
Unit details
| Year | 2025 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Waterfront (Geelong), Online Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 1: Leanne Bilinski Trimester 2: Jay Zenkic |
| Prerequisite: | MMK277 or MMK101 |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1 hour recorded lecture provided and 1 x 2 hour on-campus seminar each week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1 hour recorded lecture and 1 x 2 hour online seminar (recordings provided) each week. |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
Content
Consumers lie at the heart of the marketing exchange, so understanding how they think, feel, and respond to the world around them is essential for developing marketing strategies that work. This unit consequently explores some of the psychological, social, and cultural processes that make consumers ‘tick’ and shows how knowledge of these processes can be used to better market both new and existing products and services.
Learning Outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Evaluate how individuals feel, think, and act across different consumer contexts. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Develop consumer insights by identifying and critically analysing relevant consumer information from diverse sources. | GLO3: Digital literacy |
| ULO3 | Devise and explain consumer marketing strategies that effectively leverage relevant consumer insights. | GLO2: Communication GLO5: Problem solving |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Presentation slide deck | 20 ppt slides | 40% | Week 5 |
| Assessment 2: (Individual) | Part A: 30 ppt slides | Part A: 40% | Part A: Week 10 Part B: Week 12 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning resource
The texts and reading list for MMK266 can be found via the University Library.
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.