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MKG2402Consumer behaviourUnit GuideSemester 2, 2011 The information contained in this unit guide is correct at time of publication. The University has the rightto change any of the elements contained in this document at any time. Last updated: 12 Jul 2011 Table of Contents MKG2402 Consumer behaviour - Semester 2, 2011...............................................................................1 Mode of Delivery..............................................................................................................................1Workload..........................................................................................................................................1Unit Relationships............................................................................................................................1Prerequisites........................................................................................................................1Prohibitions..........................................................................................................................1Chief Examiner............................................................................................................................................1Campus Lecturer.........................................................................................................................................1Gippsland.........................................................................................................................................1 Academic Overview...................................................................................................................................2 Learning Objectives.........................................................................................................................2Graduate Attributes..........................................................................................................................2Assessment Summary.....................................................................................................................2Hurdle Requirements...........................................................................................................2Second marking...................................................................................................................3Return of final marks............................................................................................................3Assessment criteria..............................................................................................................3Teaching Approach.....................................................................................................................................3Feedback.....................................................................................................................................................3Our feedback to You........................................................................................................................3Your feedback to Us........................................................................................................................4Previous Student Evaluations of this unit....................................................................................................4Required Resources....................................................................................................................................4Recommended Resources..........................................................................................................................4 Unit Schedule.............................................................................................................................................7Assessment Requirements......................................................................................................................8 Assessment Tasks...........................................................................................................................8Assessment task 1...............................................................................................................8Assessment task 2.............................................................................................................11Examinations.............................................................................................................................................15Examination 1................................................................................................................................15Assignment submission.............................................................................................................................15Hard copy submission...................................................................................................................15Extensions and penalties...........................................................................................................................15Returning assignments..............................................................................................................................15Referencing requirements.........................................................................................................................16 Other Information....................................................................................................................................17 Policies..........................................................................................................................................17Student services............................................................................................................................17Blackboard (MUSO).......................................................................................................................17 MKG2402 Consumer behaviour - Semester 2, 2011 Behavioural concepts and theories relating to consumer behaviour and consumer decision makingprocess. Study of consumer behaviour influenced by individuals' socio-cultural factors such as family,social groups and group processes, social class, culture and subculture and consumers' individualfactors such as motivation and needs, perception, learning, personality and lifestyle attitudes. Overviewof organisational buying. Mode of Delivery Gippsland (Off-campus) Workload 6 points, SCA Band 3, 0.125 EFTSLThis unit is valued at 6 points and requires 12 hours study each week. The total time commitmentexpected from students in this unit is 144 hours. This includes time spent in preparing for and completingassessment tasks, and time spent in general study, revision, and examination preparation. Off campusstudents should plan their schedules to allow for 12 hours of study every week throughout the studyperiod. Unit Relationships Prerequisites Students must have passed MKW1120 or MKG1120 before undertaking this unit. Prohibitions MKW2111, MKC2110, MKW2402 Chief Examiner Rowan Kennedy Campus Lecturer Gippsland Dr Chih Chao Campus: GippslandEmail:
[email protected] 1 Academic Overview Learning Objectives The learning goals associated with this unit are to:demonstrate a detailed understanding of the basic concepts of consumer behaviour1. describe how this knowledge can be used by marketers2. demonstrate ability to segment markets using consumer behaviour concepts/constructs3. identify and illustrate how these concepts can be used to explain the decisions buyers make inthe marketplace4. analyse the behaviour profiles of specific market segments and understand the basic aspects ofstrategy development as it applies to specific target groups5. explain and apply marketing communication in relation to consumer behaviour.6. Graduate Attributes Monash prepares its graduates to be:responsible and effective global citizens who:engage in an internationalised worlda. exhibit cross-cultural competenceb. demonstrate ethical valuesc. 1. critical and creative scholars who:produce innovative solutions to problemsa. apply research skills to a range of challengesb. communicate perceptively and effectivelyc. 2. Assessment Summary Hurdle Requirements There is a hurdle requirement in this unit.The learning outcomes in this unit require students to demonstrate in the individual summativeassessment task a comprehensive understanding of the topics covered in the unit. This is demonstratedby the requirement that the student must attain a mark of at least 40% in the final summativeassessment task.A student's final mark is normally the sum of the marks obtained in all of the individual assessment itemsin the unit. Where a student fails the unit solely because of failure to satisfy the hurdle requirement amark of 48 will be returned for the unit.Refer to faculty website for full details:http://www.buseco.monash.edu.au/asg/agu/policies/methods-of-assess.html 2
