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 2026 in Semester 1 and Semester 2 at Malaysia. It needs MKS1120, MKF1120, MKB1700, MKC1200 or MKW1120 and unlocks 7 units, leading on to 12 units in all.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
Reviews
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Requisites
Before MKW2402
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW2402
7 units list MKW2402 as a prerequisite or corequisite.
- MKB2704Consumer orientated marketing communicationsNo reviews yet
- MKC3460Marketing communication in the digital ageNo reviews yet
- MKF3121Marketing planning and implementationNo reviews yet
- MKF3200Sport marketing and sponsorshipNo reviews yet
- MKF3461Marketing communicationNo reviews yet
- MKW2460Integrated marketing communicationNo reviews yet
- MKW3444International marketingNo reviews yet
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. In this unit, you will gain a better understanding of the consumer and influences of consumer behaviour.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Written35%
- Presentation35%
- Project30%
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
discuss consumer behaviour concepts and their importance in contemporary marketing contexts
- 2
evaluate the concepts of consumer behaviour critically in the process of identifying and profiling market segments
- 3
design a business portfolio for a brand, product, or service with a global mindset through the appreciation of diverse cultures and business practices.
Workload and teaching
- Tutorials24 hours
- Teaching approachCase-based teaching
- Teaching approachProblem-based learning
- Teaching approachEnquiry-based learning
- 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. 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 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.
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 engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
Learning resources
Required resources
Schiffman, L.G. & Wisenbit, J.L. (2019) Consumer behaviour, 12th Ed. Pearson
Where it fits
MKW2402 is part of 3 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Pei San Lo
Common questions
What are the prerequisites for MKW2402?
You need MKS1120, MKF1120, MKB1700, MKC1200 or MKW1120 before you enrol.
What can I take after MKW2402?
MKW2402 is a prerequisite or corequisite for 7 units, including MKB2704, MKC3460, MKF3121, MKF3200, MKF3461 and MKW2460. Those lead on to 12 units in all.
When is MKW2402 offered?
In 2026, 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?
No. MKW2402 has 3 assessment tasks and no exam.
Which majors and minors include MKW2402?
MKW2402 is part of Food science and business; and Strategic marketing.