ADVANCED CONSUMER DECISION MAKING

MKT5ACD

2019

Credit points: 15

Subject outline

In this subject you will learn about understanding and anticipating the 'consumer' in all of us. You will gain an appreciation of consumer behaviour theories and apply the marketing function to develop successful/leading edge marketing strategies. 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. You will be equipped with high level industry skills, and the knowledge and practice to develop insightful marketing strategies and to make effective business 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

PrerequisitesN/A

Co-requisites MKT5MMA

Incompatible subjects MKT5CBE

Equivalent subjectsN/A

Special conditionsN/A

Readings

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

Graduate capabilities & intended learning outcomes

01. Apply basic consumer behaviour theories

Activities:
Individual Assessment
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
Team project
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
Team project 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/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
Team project, Individual Assessment and Exam
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
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 and Individual Assessment
Related graduate capabilities and elements:
Personal and Professional Skills (Ethical behaviour)
Discipline -Specific Knowledge and Skills (Discipline-Specific Knowledge and Skills)

Subject options

Select to view your study options…

Start date between: and    Key dates

City Campus, 2019, Semester 2, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Seminar Week: 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.

Assessments

Assessment elementComments% ILO*
In class test 2 hours (equivalent to 2000 words)60 01, 03, 04
One 1000 word individual presentation/ or participationStudents learn how to improvise their presentations skills/ or improve their skills with participation10 01, 04, 05
One Team project (equivalent to 2000 words per student)30 02, 03, 04, 05

City Campus, 2019, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Seminar Week: 10 - 22
One 3.0 hours seminar per week on weekdays at night from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
In class test 2 hours (equivalent to 2000 words)60 01, 03, 04
One 1000 word individual presentation/ or participationStudents learn how to improvise their presentations skills/ or improve their skills with participation10 01, 04, 05
One Team project (equivalent to 2000 words per student)30 02, 03, 04, 05

Melbourne, 2019, Semester 1, Night

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Block Mode Week: 14 - 19
Twelve 3.0 hours block mode per study period on weekdays at night from week 14 to week 19 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
In class test 2 hours (equivalent to 2000 words)60 01, 03, 04
One 1000 word individual presentation/ or participationStudents learn how to improvise their presentations skills/ or improve their skills with participation10 01, 04, 05
One Team project (equivalent to 2000 words per student)30 02, 03, 04, 05

Melbourne, 2019, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorClare D'Souza

Class requirements

Seminar Week: 31 - 43
One 3.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
In class test 2 hours (equivalent to 2000 words)60 01, 03, 04
One 1000 word individual presentation/ or participationStudents learn how to improvise their presentations skills/ or improve their skills with participation10 01, 04, 05
One Team project (equivalent to 2000 words per student)30 02, 03, 04, 05