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 2026 in Semester 1 at Peninsula. It has no prerequisites and unlocks 6 units, leading on to 11 units in all.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Peninsula
- Assessment
- Exam 40%
- and 3 other tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
Reviews
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Requisites
Before MKB2703
Prohibitions
You can't enrol if you have passed any of these.
After MKB2703
6 units list MKB2703 as a prerequisite or corequisite.
- MKB2704Consumer orientated marketing communicationsNo reviews yet
- MKC3460Marketing communication in the digital ageNo reviews yet
- MKF3121Marketing planning and implementationNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKF3461Marketing communicationNo reviews yet
- MKW2460Integrated marketing communicationNo reviews yet
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 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Peninsula | On campus |
Assessment
- Quiz / Test20%
- Artefact15%
- Written25%
- ExaminationThreshold hurdle40%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
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
- Tutorials24 hours
- Lectures18 hours
- Teaching approachActive learning
- Teaching approachProblem-based 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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
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 2026 handbook.
Contacts
- Chief Examiners
- Jacki Mitchell
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 6 units, including MKB2704, MKC3460, MKF3121, MKF3200, MKF3461 and MKW2460. Those lead on to 11 units in all.
When is MKB2703 offered?
In 2026, 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 3 other tasks.
Which majors and minors include MKB2703?
MKB2703 is part of Marketing and communications.