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 2020 in Semester 1, Semester 2 and Summer B at Caulfield and City (Melbourne). It needs MKF1120, MKW1120, MKC1200 or MKB1700 and unlocks 8 units, leading on to 12 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2, Summer B
- Caulfield, City (Melbourne)
- Assessment
- Exam 50%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
Reviews
No reviews yetNo reviews yet. Be the first to review MKF2111.
Requisites
Before MKF2111
Prohibitions
You can't enrol if you have passed any of these.
After MKF2111
8 units list MKF2111 as a prerequisite or corequisite.
- MKB2704Consumer orientated marketing communicationsNo reviews yet
- MKC3460Integrated marketing communicationNo reviews yet
- MKF3151Marketing planning and strategyNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKF3461Marketing communicationNo reviews yet
- MKW2431Business marketingNo reviews yet
- MKW3440Marketing strategyNo reviews yet
- MKW3610Marketing strategy and implementationNo reviews yet
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 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
| First semester (Fully flex) | Caulfield | Flexible |
| Second semester | Caulfield | On campus |
| Summer semester B | City (Melbourne) | Block on |
| November teaching period | Caulfield | On campus |
| Trimester A | City (Melbourne) | On campus |
| Trimester C | City (Melbourne) | On campus |
Assessment
- Within semester assessment50%
- ExaminationThreshold hurdle50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
demonstrate a detailed understanding of the consumer decision making process and the main factors that influence consumer behaviour
- 2
use consumer behaviour concepts to evaluate and enhance the effectiveness of marketing strategies
- 3
explain how this knowledge can be used to help consumers make better and more informed decisions.
Workload and teaching
- Workshops33 hours
- Workshops18 hours
- Workshops30 hours
- Teaching approachOnline learning
- 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. 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.
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 2020 handbook.
Contacts
- Chief Examiners
- Associate Professor Gerri Spassova
- Dr Nicholas Grigoriou
- Professor Mark Crosby
Common questions
What are the prerequisites for MKF2111?
You need MKF1120, MKW1120, MKC1200 or MKB1700 before you enrol.
What can I take after MKF2111?
MKF2111 is a prerequisite or corequisite for 8 units, including MKB2704, MKC3460, MKF3151, MKF3200, MKF3461 and MKW2431. Those lead on to 12 units in all.
When is MKF2111 offered?
In 2020, MKF2111 runs in Semester 1, Semester 2 and Summer B at Caulfield and City (Melbourne).
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 1 other task.
Which majors and minors include MKF2111?
MKF2111 is part of Marketing.