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 2021 in Semester 1 and Summer B at South Africa. It needs MKW1120, MKC1200 or MKS1120 and unlocks 5 units, leading on to 10 units in all.
- Credit points
- 6
- Offered in 2021
- Semester 1, Summer B
- South Africa
- Assessment
- Exam 50%
- and 2 other tasks
- Workload
- 144 hours
- per semester
The 2027 handbook has no page for MKS2402. This is its 2021 entry, the latest one.
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Requisites
Before MKS2402
Prohibitions
You can't enrol if you have passed any of these.
Prerequisites
Pass these before you enrol.
After MKS2402
5 units list MKS2402 as a prerequisite or corequisite.
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 2021
| Teaching period | Campus | Mode |
|---|---|---|
| First semester - South Africa | South Africa | On campus |
| Summer semester B | South Africa | Block on |
Assessment
- Semester Test20%
- Group Report30%
- ExaminationThreshold hurdle50%
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
- Tutorials12 hours
- Lectures24 hours
- 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
Solomon, MR. (2018). Consumer Behavior: Buying, Having, and Being (12th Ed.). Harlow, England: Pearson Education Limited
ISBN-10: 1292153202ISBN-13: 9781292153209
Contacts
- Chief Examiners
- Ms Cynthia Bedwei-Majdoub
Common questions
What can I take after MKS2402?
MKS2402 is a prerequisite or corequisite for 5 units, including MKC3460, MKF3200, MKS2420, MKS2460 and MKS3121. Those lead on to 10 units in all.
When is MKS2402 offered?
In 2021, MKS2402 runs in Semester 1 and Summer B 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.
Does MKS2402 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 2 other tasks.
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 4
- Study abroad
- Not available
- Handbook years
- 20202021