Buyer behaviour

MKF2111

Synopsis

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.

Sourced from the Monash Handbook 2026.

Quick facts

Credit points: 6
Level: 2
Audience: Undergraduate
Type: Coursework
School: Faculty of Business and Economics
Faculty: Department of Marketing
Handbook year: 2026

Prerequisites (4)

What it unlocks (7)

Consumer orientated marketing communicationsMKB2704
Marketing communication in the digital ageMKC3460
Marketing planning and implementationMKF3121
Marketing planning and strategyMKF3151
Sport marketing and sponsorshipMKF3200
Marketing communicationMKF3461
Integrated marketing communicationMKW2460

Offerings (2)

Second semesterCaulfield · ON-CAMPUS
First semesterCaulfield · ON-CAMPUS

Listed in 2 areas of study

MarketingCore units
MarketingCore units