MKW2402 Consumer behaviour
Faculty of Business and Economics
MKW2402 Consumer behaviour is a level 2, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Malaysia. It needs MKW1120, MKC1200, MKF1120, MKB1700 or MKS1120 and unlocks 13 units, leading on to 22 units in all.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Malaysia
- Assessment
- Exam 50%
- and 2 other tasks
- 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 MKW2402.
Requisites
Before MKW2402
Prohibitions
You can't enrol if you have passed any of these.
After MKW2402
13 units list MKW2402 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
- MKS2420Marketing research methodsNo reviews yetCoreq
- MKS3121Marketing planning and implementationNo reviews yet
- MKW2420Marketing research methodsNo reviews yetCoreq
Equivalent units
The same content under another code. Only one of them counts.
Overview
Every student, and in fact, every individual is a consumer. Consumer behaviour is a study of the factors that explain and predict consumption related behaviour in individuals and organisations alike. Behavioural concepts and theories relating to consumer behaviour and consumer decision making process are covered.
Consumer behaviour focuses on individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes. All these intrinsic factors influence consumption behaviour. On the other hand, consumer behaviour covers external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture. These external influences often have a bearing on consumption behaviour. Students gain a better understanding of the consumer and influences of consumer behaviour.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment50%
- Within semester assessment100%
- Examination50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
identify and explain the importance of consumer behaviour theories and concepts for organisations
- 2
demonstrate an ability to effectively research the theoretical basis of consumer behaviour
- 3
apply knowledge of consumer behaviour to the process of identifying and profiling market segments
- 4
demonstrate an appreciation of how marketers use consumer behaviour theories and information in developing marketing strategies.
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.
Learning resources
Required resources
Hoyer, W. D., & MacInnis, D. J. (2010). Consumer behavior (5th ed.). South-Western, Cengage Learning. Chapter 18. Ethics, social responsibility, and the dark side of consumer behaviour and marketing 9pp. 469-492.
Schiffman, L.G, & Wisenblit, J.L. (2015). Consumer behaviour, 11th Ed. Pearson
Where it fits
MKW2402 is part of 2 areas of study in the 2020 handbook.
Contacts
- Chief Examiners
- Dr Vimala Kunchamboo
Common questions
What are the prerequisites for MKW2402?
You need MKW1120, MKC1200, MKF1120, MKB1700 or MKS1120 before you enrol.
What can I take after MKW2402?
MKW2402 is a prerequisite or corequisite for 13 units, including MKB2704, MKC3460, MKF3151, MKF3200, MKF3461 and MKS2420. Those lead on to 22 units in all.
When is MKW2402 offered?
In 2020, MKW2402 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW2402?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW2402 have an exam?
Yes. The exam is worth 50% of the final mark, alongside 2 other tasks.
Which majors and minors include MKW2402?
MKW2402 is part of Strategic marketing.