MKC2110 Buyer behaviour in marketing
Faculty of Business and Economics
MKC2110 Buyer behaviour in marketing is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 at Clayton. It needs MKB1700, MKC1200, MKF5761 or MKW1120 and unlocks 6 units, leading on to 11 units in all.
- Credit points
- 6
- Offered in 2027
- Semester 1
- Clayton
- Assessment
- Exam 30%
- and 3 other tasks
- Workload
- 144 hours
- per semester
Reviews
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Requisites
Before MKC2110
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKC2110
6 units list MKC2110 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
Throughout their lives, consumers make both simple and complex decisions about acquiring, using, or disposing of offerings. Understanding how and why these decisions are made is of great interest to marketers. Marketers can use such knowledge to understand what is valued by consumers. You will explore both the internal and external influences on the consumer decision-making process. You will also examine how marketers can make use of these consumer behaviour insights to better predict consumer behaviour, influence consumer decisions and develop consumer-orientated marketing strategies.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Clayton | On campus |
Assessment
- Exercise4%
- Exercise11%
- Project55%
- Examination30%
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
illustrate the application of consumer behaviour concepts, theories, and models that are relevant to the inclusive practice of marketing
- 2
describe the different paths that consumers can engage in making decisions about acquiring, using, or disposing of offerings
- 3
communicate clearly and effectively how internal and external influences can be used to help consumers make better and more informed decisions
- 4
evaluate marketers' use of consumer behaviour insights in the development and implementation of consumer-oriented marketing strategies in a team environment
- 5
recognise the importance of research in the context of consumer behaviour
Workload and teaching
- Tutorials24 hours
- Lectures12 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
Hoyer, W. D., D. J. MacInnis and R. Pieters, Consumer Behaviour, (Seventh edition), South Western, Mason, USA, 2018.
Where it fits
MKC2110 is part of 4 areas of study in the 2027 handbook.
Contacts
- Chief Examiners
- Associate Professor Dewi Tojib
Common questions
What are the prerequisites for MKC2110?
You need MKB1700, MKC1200, MKF5761 or MKW1120 before you enrol.
What can I take after MKC2110?
MKC2110 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 MKC2110 offered?
In 2027, MKC2110 runs in Semester 1 at Clayton.
How much work is MKC2110?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKC2110 have an exam?
Yes. The exam is worth 30% of the final mark, alongside 3 other tasks.
Which majors and minors include MKC2110?
MKC2110 is part of Behavioural commerce and Marketing science.