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MKB2703: Consumer psychology

Faculty of Business and Economics

Consumer psychology

Check the Handbook for the latest unit information.


A key role of consumer psychology is to provide organisations with insights into how consumers think, feel, and act.In this unit, you will explore the psychology behind consumer decision making and behaviour. You will examine ways in which marketers leverage consumer needs, motivations, and perceptions to configure product and service offerings. Using this knowledge, you will gain practical experience in developing consumer profiles as well as positioning and strategies for various products and services. This unit of study is also designed to strengthen your skills in identifying consumer insights.


1 - Within semester assessment - 60% 2 - Examination - 40% Hurdle type: Threshold Hurdle description: This unit contains a hurdle requirement that you must achieve to be able to pass the unit. The consequence of not achieving a hurdle requirement is a fail grade (NH) and a maximum mark of 45 for the unit.


Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.