MKS2402 - Consumer behaviour - Monash University

Overview

This unit explores behavioural concepts and theories relating to consumer behaviour and the consumer decision making process. It will include a study of consumer behaviour influenced by individual socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and a consumers individual factors such as … For more content click the Read More button below.

This unit explores behavioural concepts and theories relating to consumer behaviour and the consumer decision making process. It will include a study of consumer behaviour influenced by individual socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and a consumers individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. An overview of organisational buying will be provided.

Offerings

S1-RSA-SAFRICA-ON-CAMPUS

SSB-01-SAFRICA-BLOCK-ON

Requisites

Prerequisite

Prohibition

Contacts

Chief Examiner(s)

Ms Cynthia Bedwei-Majdoub

Learning outcomes

On successful completion of this unit, you should be able to:

demonstrate a detailed understanding of the basic concepts of consumer behaviour and describe how this knowledge can be used by marketers

demonstrate the ability to segment markets using consumer behaviour concepts/constructs

identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace

analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups

explain and apply marketing communication in relation to consumer behaviour.

Teaching approach

Active learning

Assessment

1 - Semester Test

2 - Group Report

3 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources