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Unit of study_
MKTG6104: Psychology of Marketing Decisions
2025 unit information
Given limitations in their ability to process information, humans adopt a variety of heuristics or "rules of thumb" when making judgements or decisions regarding business problems, product choice and consumption options, and in their personal lives. The evolution of these heuristics over time has ensured that they produce generally good outcomes across a variety of contexts. However, they also lead to systematic, and sometimes substantial, errors in certain cases. This unit of study helps students understand biases in human decision making, and how they influence business and consumer decisions in everyday life. For each decision domain, the psychological heuristic is contrasted with the logical rule for producing an optimal outcome.
Unit details and rules
Managing faculty or University school:
Business (Business School)
| Study level | Postgraduate |
|---|---|
| Academic unit | Marketing |
| Credit points | 6 |
|
Prerequisites:
?
|
MKTG5001 |
|---|---|
|
Corequisites:
?
|
None |
| Prohibitions:
?
|
MKTG5002 |
| Assumed knowledge:
?
|
None |
At the completion of this unit, you should be able to:
- LO1. critically evaluate theories, concepts and arguments in marketing, psychology and economics and apply such theories and evaluations to related decisions
- LO2. analyse the impact of psychological factors on decisions and then evaluate strategies or tools to counteract such influences
- LO3. research and analyse decisions made by you and others in real world contexts, and use these insights to communicate how such decisions were impacted by unit theories and concepts
- LO4. evaluate and use information effectively, demonstrating a capacity to integrate and synthesise relevant information in a coherent manner.
Unit availability
This section lists the session, attendance modes and locations the unit is available in. There is a unit outline for each of the unit availabilities, which gives you information about the unit including assessment details and a schedule of weekly activities.
The outline is published 2 weeks before the first day of teaching. You can look at previous outlines for a guide to the details of a unit.
| Session | MoA ? | Location | Outline ? |
|---|---|---|---|
|
Semester 2 2025
|
Normal day | Camperdown/Darlington, Sydney |
Outline unavailable
|
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Modes of attendance (MoA)
This refers to the Mode of attendance (MoA) for the unit as it appears when you’re selecting your units in Sydney Student. Find more information about modes of attendance on our website.
