mkt5acd advanced consumer decisions
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.
Learning resources
Readings
Resource Type | Title | Resource Requirement | Author and Year | Publisher |
---|---|---|---|---|
Discipline Specific | Case Study and Journal articles | Recommended | Various - supplied via LMS for students to access | Various |
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(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and 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(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and 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(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and 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(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and 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(Writing,Speaking)
- Literacies and Communication Skills(Writing,Speaking)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving)
- Personal and Professional Skills(Ethical behaviour)
- Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)
Subject options
Select to view your study options…
Melbourne, 2018, Semester 1, Night
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
Block ModeWeek: 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 element | Comments | % | ILO* |
---|---|---|---|
In class test 2 hours | 60 | 01, 02, 03, 04, 05 | |
One 1000 word individual presentation | Students learn how to improvise their own presentations | 10 | 01, 02, 03, 04, 05 |
One 4000 word team project | Report: 2000 words equivalent per student | 30 | 01, 02, 03, 04, 05 |
Melbourne, 2018, Semester 2, Night
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorClare D'Souza
Class requirements
SeminarWeek: 31 - 43
One 3.0 hours seminar per week on weekdays at night from week 31 to week 43 and delivered via face-to-face.
"Wed. 5-8pm"
Assessments
Assessment element | Comments | % | ILO* |
---|---|---|---|
In class test 2 hours | 60 | 01, 02, 03, 04, 05 | |
One 1000 word individual presentation | Students learn how to improvise their own presentations | 10 | 01, 02, 03, 04, 05 |
One 4000 word team project | Report: 2000 words equivalent per student | 30 | 01, 02, 03, 04, 05 |