ADVANCED CONSUMER DECISION MAKING

MKT5ACD

2018

Credit points: 15

Subject outline

This subject is about understanding and anticipating the 'consumer' in all of us, and gaining an appreciation of the centrality of consumer behaviour insight to the marketing function and the development of successful/leading edge marketing strategies. In this subject you will draw upon relevant theories and concepts derived from the Consumer Behaviour literature, as well as other related human behaviour disciplines such as psychology, sociology and anthropology. This subject aims to equip you, as current and future managers, with the knowledge and practice to develop insightful marketing strategies and make effective marketing decisions.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorClare D'Souza

Available to Study Abroad StudentsYes

Subject year levelYear Level 5 - Masters

Exchange StudentsYes

Subject particulars

Subject rules

Prerequisites NONE

Co-requisites MKT5MMA

Incompatible subjects MKT5CBE

Equivalent subjectsN/A

Special conditions There is an expectation that students will attend 80% of lectures. The University reserves the right to offer this subject in other modes including seminars, lectures, and block mode or modes using electronic technologies. When offered in different modes, assessment schemes may also be varied.

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
Discipline SpecificCase Study and Journal articlesRecommendedVarious - supplied via LMS for students to accessVarious

Graduate capabilities & intended learning outcomes

01. Apply basic consumer behaviour theories

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

02. Critically analyse product and makreting appeals in terms of consumer behaviour issues in a structured written report

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

03. Identify, analyse and critically evaluate marketing appeals, theoretical ideas and consumer trends

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

04. apply consumer behaviour theories to real world managerial challenges including strategy development

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

05. Differentiate between ethical and unethical behaviours (a) by consumers and (b) by companies in their application of consumer behaviour concepts

Activities:
Team project, individual presentation and exam
Related graduate capabilities and elements:
Literacies and Communication Skills
Literacies and Communication Skills
Inquiry and Analytical Skills
Inquiry and Analytical Skills
Personal and Professional Skills
Discipline -Specific Knowledge and Skills

Subject options

Select to view your study options…

Start date between: and    Key dates

Melbourne, 2018, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Block Mode Week: 13 - 15
Twelve 3.0 hours block mode per study period on weekdays at night from week 13 to week 15 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
In class test 2 hours60 01, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations10 01, 02, 03, 04, 05
One 4000 word team projectReport: 2000 words equivalent per student30 01, 02, 03, 04, 05

Melbourne, 2018, Week 11-20, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Block Mode Week: 11 - 15
Six 7.0 hours block mode per study period on weekends during the day from week 11 to week 15 and delivered via face-to-face.
"Classes over 3 weekends"

Assessments

Assessment elementComments% ILO*
In class test 2 hours60 01, 02, 03, 04, 05
One 1000 word individual presentationStudents learn how to improvise their own presentations10 01, 02, 03, 04, 05
One 4000 word team projectReport: 2000 words equivalent per student30 01, 02, 03, 04, 05