MKF5911 Theory and process of buyer behaviour
Faculty of Business and Economics
MKF5911 Theory and process of buyer behaviour is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2026
- Semester 1
- Caulfield
- Assessment
- No exam
- 1 task
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
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Requisites
Before MKF5911
No prerequisites or corequisites besides the enrolment rules below.
After MKF5911
No unit lists MKF5911 as a prerequisite in the 2026 handbook.
Enrolment rules
You must have passed or be enrolled in MKF5955, MKM5955 or MKZ5955 to undertake this unit.
If you are enrolled in course B6010 or B6042 you cannot undertake this unit.
Overview
Can we predict consumers' preference, choice, and other behaviours? Can we influence their behaviours in a way that is ethical and aligned to the organisation's objectives? These questions are of interest to many marketers and the answer is yes, if you could master the theories and processes of buyer behaviour and apply them properly. This unit will immerse you with a number of interesting buyer behaviour theories and examples regarding consumer information processing, judgement and decision-making, and social and cultural influences. At the end of this unit, you will be able to use scientifically validated frameworks and theories to analyse buyer behaviour and apply them in designing effective marketing strategies.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | Flexible |
Assessment
- Written100%
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 the success or failure of a marketing activity from the perspective of buyer behaviour
- 2
using established theories, concepts, and frameworks, discuss under what conditions a specific buyer behaviour occurs or ceases; why does it occur; why do some consumers exhibit such a behaviour whereas others do not
- 3
evaluate the effectiveness of a proposed marketing strategy decision by analysing its potential influence on buyer behaviour
- 4
design actionable marketing mix strategies based on theoretically justified analysis of the buyer behaviour of the target customers.
Workload and teaching
- Tutorials18 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
Technology resources
You must have access to a computer equipped with a web browser and audio functions (speaker or headphones) capable of playing YouTube videos and using Zoom.
Where it fits
MKF5911 is part of 1 area of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Yimin Cheng
Common questions
What are the prerequisites for MKF5911?
MKF5911 has no prerequisites, but enrolment rules apply.
When is MKF5911 offered?
In 2026, MKF5911 runs in Semester 1 at Caulfield.
How much work is MKF5911?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF5911 have an exam?
No. MKF5911 has 1 assessment task and no exam.
Which majors and minors include MKF5911?
MKF5911 is part of Marketing.