Faculty of Business and Economics

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6 points, SCA Band 3, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.


Business and Economics

Organisational Unit

Department of Marketing


Dr Gerri Spassova (First Semester); Dr Stephanie Judd (Second Semester)



  • First semester 2016 (Day)
  • Second semester 2016 (Day)

City (Melbourne)

  • Trimester A 2016 (Day)
  • Trimester B 2016 (Day)
  • Trimester C 2016 (Day)


A study of the factors that influence, explain and help predict consumption behaviour for both individuals and organisations. How concepts and theories developed in the social sciences provide the theoretical background to understand individual, cultural and group influences on the behaviour of consumers. The use marketers make of this information in developing marketing strategies, predicting behaviour and influencing consumers.


The learning goals associated with this unit are to:

  1. demonstrate a detailed understanding of the basic concepts of consumer behaviour describe how this knowledge can be used by marketers
  2. demonstrate ability to segment markets using consumer behaviour concepts/constructs
  3. identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
  4. analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
  5. explain and apply marketing communication in relation to consumer behaviour.


Within semester assessment: 50%
Examination: 50%

Workload requirements

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.

See also Unit timetable information

Chief examiner(s)

Dr Gerri Spassova (First Semester)
Dr Stephanie Judd (Second Semester)



MKC2110, MKG2402, MKP2700, MKP2701, MKW2111, MKW2402