MKS2402 Consumer behaviour
Faculty of Business and Economics
MKS2402 Consumer behaviour is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 at South Africa. It needs MKC1200, MKS1120 or MKW1120 and unlocks 8 units, leading on to 14 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1
- South Africa
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2021 entry.
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Requisites
Before MKS2402
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKS2402
8 units list MKS2402 as a prerequisite or corequisite.
- MKC3460Integrated marketing communicationNo reviews yet
- MKF3151Marketing planning and strategyNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKS2420Marketing research methodsNo reviews yetCoreq
- MKS2460Integrated marketing communicationNo reviews yet
- MKS3121Marketing planning and implementationNo reviews yet
- MKW3440Marketing strategyNo reviews yet
- MKW3610Marketing strategy and implementationNo reviews yet
Equivalent units
The same content under another code. Only one of them counts.
Overview
This unit explores behavioural concepts and theories relating to consumer behaviour and the consumer decision making process. It will include a study of consumer behaviour influenced by individual socio-cultural factors such as family, social groups and group processes, social class, culture and subculture and a consumers individual factors such as motivation and needs, perception, learning, personality and lifestyle attitudes. An overview of organisational buying will be provided.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | South Africa | On campus |
Learning outcomes
When you finish this unit, you should be able to:
- 1
demonstrate a detailed understanding of the basic concepts of consumer behaviour and describe how this knowledge can be used by marketers
- 2
demonstrate the ability to segment markets using consumer behaviour concepts/constructs
- 3
identify and illustrate how these concepts can be used to explain the decisions buyers make in the marketplace
- 4
analyse the behaviour profiles of specific market segments and understand the basic aspects of strategy development as it applies to specific target groups
- 5
explain and apply marketing communication in relation to consumer behaviour.
Workload and 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. 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.
Contacts
- Chief Examiners
- Ms Cynthia Bedwei-Majdoub
Common questions
What can I take after MKS2402?
MKS2402 is a prerequisite or corequisite for 8 units, including MKC3460, MKF3151, MKF3200, MKS2420, MKS2460 and MKS3121. Those lead on to 14 units in all.
When is MKS2402 offered?
In 2020, MKS2402 runs in Semester 1 at South Africa.
How much work is MKS2402?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
More details
- Credit points
- 6
- Level
- 2
- Study level
- Undergraduate
- Faculty
- Faculty of Business and Economics
- Organisational unit
- Department of Marketing
- Type
- Coursework
- EFTSL
- 0.125
- Student contribution
- SCA Band 3
- Study abroad
- Not available
- Handbook years
- 20202021