MKB2703 Consumer psychology
Faculty of Business and Economics
MKB2703 Consumer psychology is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2021 in Semester 1 at Peninsula. It has no prerequisites and unlocks 5 units, leading on to 10 units in all.
- Credit points
- 6
- Offered in 2021
- Semester 1
- Peninsula
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2021 handbook entry. See the 2027 entry.
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Requisites
Before MKB2703
Prohibitions
You can't enrol if you have passed any of these.
After MKB2703
5 units list MKB2703 as a prerequisite or corequisite.
Overview
A key role of consumer psychology is to provide organisations with insights into how consumers think, feel, and act.
In this unit, you will explore the psychology behind consumer decision making and behaviour. You will examine ways in which marketers leverage consumer needs, motivations, and perceptions to configure product and service offerings. Using this knowledge, you will gain practical experience in developing consumer profiles as well as positioning and strategies for various products and services. This unit of study is also designed to strengthen your skills in identifying consumer insights.
Offerings in 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Peninsula | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
explain how psychological characteristics of consumers can influence consumer decision making
- 2
discuss how external factors can influence consumer decision making
- 3
discuss core theoretical explanations of consumer decision making
- 4
apply acquired knowledge of consumer psychology to segment markets and develop appropriate marketing strategies.
Workload and teaching
- Lectures18 hours
- Tutorials18 hours
- Teaching approachEnquiry-based learning
- Teaching approachActive learning
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.
The tutorials will draw on enquiry-based learning and utilise contemporary problem triggers designed to provide students with opportunities to critically think about how the theory they are learning can be applied to marketing practice. The activities are also designed to build student confidence and skills in addressing assessment criteria.
The focus of the weekly workshops will vary across the semester from the explanation and illustration of key concepts/theories through to discussion of how consumer psychology can be used to address marketing-related issues/problems. There will be opportunities for active learning through mini-interactive tasks. Where appropriate, links will be made to the within-semester assessment tasks.
Learning resources
Required resources
Solomon, M.R., Russell-Bennett, R., & Previte, J. (2019). Consumer behaviour: Buying, having, being (4th edition).
Where it fits
MKB2703 is part of 2 areas of study in the 2021 handbook.
Contacts
- Chief Examiners
- Associate Professor Fiona Newton
Common questions
What are the prerequisites for MKB2703?
MKB2703 has no prerequisites.
What can I take after MKB2703?
MKB2703 is a prerequisite or corequisite for 5 units, including MKB2704, MKC3460, MKF3200, MKF3461 and MKW2460. Those lead on to 10 units in all.
When is MKB2703 offered?
In 2021, MKB2703 runs in Semester 1 at Peninsula.
How much work is MKB2703?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKB2703 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 1 other task.
Which majors and minors include MKB2703?
MKB2703 is part of Marketing and communications.