MKM5402 Contemporary consumer behaviour
Faculty of Business and Economics
MKM5402 Contemporary consumer behaviour is a level 5, 6-credit-point, postgraduate unit from the Faculty of Business and Economics, offered in 2027 in Semester 2 at Malaysia. It needs MKM5955 and unlocks 1 unit.
- Credit points
- 6
- Offered in 2027
- Semester 2
- Malaysia
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
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Requisites
Before MKM5402
Prerequisites
Pass these before you enrol.
After MKM5402
1 unit list MKM5402 as a prerequisite or corequisite.
Overview
Consumer behaviour is an important core for marketing and this unit seeks to understand how the current marketing environments shape consumer decisions. Psychological and behavioural insights are examined, discussed, and applied in both online and offline consumers. Theories in consumer behaviour are critically evaluated and case discussions will help you to understand the mindsets of consumers in real-world contemporary contexts.
Offerings in 2027
| Teaching period | Campus | Mode |
|---|---|---|
| Second semester | Malaysia | On campus |
Assessment
- Artefact65%
- Project35%
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
understand the fundamental ethical, cultural, and global issues of consumer behaviour in the modern world
- 2
apply consumer behaviour theories into contemporary contexts
- 3
critically evaluate the consumer decision-making process that are applicable in both online and offline contexts.
Workload and teaching
- Tutorials24 hours
- Teaching approachActive learning
- Teaching approachProblem-based learning
- Teaching approachEnquiry-based learning
- Teaching approachCase-based teaching
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.
This unit engages you in enquiry-based learning, where you will be encouraged to use your own knowledge to develop and engage in a process of enquiry, study and research to identify areas to be investigated and an approach to doing so.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
Common questions
What are the prerequisites for MKM5402?
You need MKM5955 before you enrol.
What can I take after MKM5402?
MKM5402 is a prerequisite or corequisite for 1 unit, including MKM5440.
When is MKM5402 offered?
In 2027, MKM5402 runs in Semester 2 at Malaysia.
How much work is MKM5402?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKM5402 have an exam?
No. MKM5402 has 2 assessment tasks and no exam.
More details
- Credit points
- 6
- Level
- 5
- Study level
- Postgraduate
- Faculty
- Faculty of Business and Economics
- Organisational unit
- Department of Marketing
- Type
- Coursework
- EFTSL
- 0.125
- Student contribution
- SCA Band 4
- Study abroad
- Not available
- Handbook years
- 2027