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Unit of Study

Contemporary Consumer Behaviour
UoS Code MKTG6204
Credit points 6
Offered Semester 1
Prerequisites None
Assumed Knowledge Assumed knowledge includes the funadamentals of marketing and consumer behaviour theory.
Additional Information This unit is only available to students enrolled in the Master of Marketing and Graduate Certificate of Marketing
Lectures Intensive - 6 days, 9am - 4:30pm
Assessment fundamental quizzes (10%), written report (25%), report presentation (20%), class participation (15%), exam (30%)
Description This unit explores contemporary consumer behaviour and how this knowledge can be useful in assisting marketing managers to enhance their decision-making in contemporary markets. To achieve this objective, the unit moves beyond basic consumer behaviour theory to understand how contemporary consumers behave across a wide variety of contexts, including commercial and not-for-profit markets. Where appropriate the unit explores various techniques of investigating consumer behaviour and developing a consumer centric approach. The unit also highlights how knowledge of consumer insights can appropriately be linked to various marketing practices so as to increase the likelihood of achieving marketing goals.