Consumer Behaviour

Subject MKTG20001 (2013)

Note: This is an archived Handbook entry from 2013.

Credit Points: 12.50
Level: 2 (Undergraduate)
Dates & Locations:

This subject is not offered in 2013.
Time Commitment: Contact Hours: One 2-hour lecture and a 1-hour tutorial per week
Total Time Commitment:

3 hours per week plus a minimum of 6 hours per week in self directed study
Prerequisites:

MKTG10001 Principles of Marketing
Corequisites:

MKTG10001 Principles of Marketing
Recommended Background Knowledge:

Please refer to Prerequisites and Corequisites.
Non Allowed Subjects:

None
Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

Contact

a.paladino@unimelb.edu.au

Subject Overview:

Topics include the introduction and application of buyer behaviour concepts to marketing decision making; consumer behaviour models; the identification of psychological variables which influence customer decision making; external factors affecting consumer behaviour; and an introduction to a variety of consumer-related market research techniques.
Objectives:
  • Through case studies spanning diverse product categories, you will have many opportunities to learn and apply Consumer Behaviour theories and concepts.
  • Learn theories/concepts derived from other disciplines such as psychology and sociology, and will be guided into thinking like a Marketing Manager when applying this knowledge to solve Marketing problems.
  • At the most basic level, you will begin to better understand yourself as a consumer
  • This subject will introduce you to key consumer behaviour concepts, thus equipping you ­ as current or future managers ­ with the knowledge to make effective marketing decisions
  • More broadly, you will learn to appreciate the relevance of consumer behaviour for marketers and policymakers, and organisations more generally.
Assessment:

A 2-hour examination (60%) and assignment(s) totalling not more than 4000 words (40%).
Prescribed Texts:

You will be advised of prescribed texts by your lecturer.
Breadth Options:

This subject potentially can be taken as a breadth subject component for the following courses:

You should visit learn more about breadth subjects and read the breadth requirements for your degree, and should discuss your choice with your student adviser, before deciding on your subjects.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:

  • High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information.

  • Moderate level of development: oral communication; receptiveness to alternative ideas; accessing data and other information from a range of sources.

  • Some level of development: use of computer software; statistical reasoning.
Related Breadth Track(s): The Mind of the Consumer

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