Overview

This unit draws upon the concepts and theories developed in the social sciences to provide you with insight into the drivers of consumer behaviour. The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to … For more content click the Read More button below.

Offerings

S1-01-CAULFIELD-ON-CAMPUS
S2-01-CAULFIELD-ON-CAMPUS

Contacts

Chief Examiner(s)

Associate Professor Gerri Spassova
Tej Pochun

Notes

MKX2111 can be taken as an alternative to this unit

Learning outcomes

On successful completion of this unit, you should be able to:
1.

appraise the main drivers of consumer behaviours and decision making processes to influence policies and marketing strategies

2.

use consumer behaviour knowledge to critically evaluate and enhance the effectiveness of marketing strategies, including the appropriate use of digital technology

3.

communicate clearly and effectively how this knowledge can be used to help consumers make better and more informed decisions

4.

embed ethical considerations into the evaluation of marketing strategies and propose solutions that result in sustainable and equitable outcomes for consumers and the environment

5.

recognise the importance of research in the context of consumer behaviour.

Teaching approach

Active learning
Problem-based learning

Assessment

1 - Exercise
2 - Quiz / Test
3 - Written
4 - Exercise
5 - Examination

Scheduled and non-scheduled teaching activities

Tutorials

Workload requirements

Workload

Learning resources

Required resources