MKF2111 Buyer behaviour
Faculty of Business and Economics
MKF2111 Buyer behaviour is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 1 and Semester 2 at Caulfield. It needs MKB1700, MKC1200, MKF1120 or MKW1120 and unlocks 7 units, leading on to 12 units in all.
- Credit points
- 6
- Offered in 2027
- Semester 1, Semester 2
- Caulfield
- Assessment
- Exam 50%
- and 3 other tasks
- Workload
- 144 hours
- per semester
Reviews
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Requisites
Before MKF2111
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKF2111
7 units list MKF2111 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
- MKF3151Marketing planning and strategyNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKF3461Marketing communicationNo reviews yet
- MKW2460Integrated marketing communicationNo reviews yet
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit draws upon the concepts and theories developed in the social sciences to provide you with insight into the drivers of consumer behaviour. The knowledge obtained in this unit can be of significant benefit to both individual consumers, who can use it to make better consumption decisions, and to organisations who can apply it to develop more effective marketing strategies.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| Second semester | Caulfield | On campus |
Assessment
- Exercise4%
- Quiz / Test11%
- Project35%
- Examination50%
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
appraise the main drivers of consumer behaviours and decision making processes to influence policies and marketing strategies
- 2
use consumer behaviour knowledge to critically evaluate and enhance the effectiveness of marketing strategies, including the appropriate use of digital technology
- 3
communicate clearly and effectively how this knowledge can be used to help consumers make better and more informed decisions
- 4
embed ethical considerations into the evaluation of marketing strategies and propose solutions that result in sustainable and equitable outcomes for consumers and the environment
- 5
recognise the importance of research in the context of consumer behaviour.
Workload and teaching
- Lectures12 hours
- Tutorials24 hours
- Teaching approachProblem-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. 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 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.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Required text: Hoyer, MacInnis, Pieters, Chan, Northey (2017) "Consumer Behaviour", 1st Asia Pacific Edition. Cengage Learning
Where it fits
MKF2111 is part of 2 areas of study in the 2027 handbook.
Contacts
- Chief Examiners
- Tej Pochun
- Associate Professor Gerri Spassova
Common questions
What are the prerequisites for MKF2111?
You need MKB1700, MKC1200, MKF1120 or MKW1120 before you enrol.
What can I take after MKF2111?
MKF2111 is a prerequisite or corequisite for 7 units, including MKB2704, MKC3460, MKF3121, MKF3151, MKF3200 and MKF3461. Those lead on to 12 units in all.
When is MKF2111 offered?
In 2027, MKF2111 runs in Semester 1 and Semester 2 at Caulfield.
How much work is MKF2111?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF2111 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 3 other tasks.
Which majors and minors include MKF2111?
MKF2111 is part of Marketing.