Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.
MKS1120 or equivalent.
MKC2110, MKF2111, MKW2402.
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.
The learning goals associated with this unit are to:
Within semester assessment: 50% + Examination: 50%
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.