Students

MKTG815 – Consumer Behaviour

2014 – S1 Evening

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Hume Winzar
hume.winzar@mq.edu.au
Contact via hume.winzar@mq.edu.au
E4A 633
Mondays: 2:00pm to 4:00pm or by appointment
Unit Convenor
Ronald Innis
ronald.innis@mq.edu.au
Contact via ronald.innis@mq.edu.au
By Arrangement by email
Credit points Credit points
4
Prerequisites Prerequisites
MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description
This unit examines the external and internal factors that influence people's behaviour in a purchase situation. It provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and economics. These components of a consumer's psychological and socio-economic profile are considered as influences in determining marketing strategies.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • Recognize and understand key concepts and theories discussed in the consumer behaviour literature
  • Gain practical knowledge and experience on conducting consumer research
  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
  • Apply the above knowledge and skills to develop effective marketing strategies

Assessment Tasks

Name Weighting Due
1. Individual Report 30% Week 5
2. Group Project 30% Weeks 11&12, report week 13 13
3. Final Examination 40% Examination period

1. Individual Report

Due: Week 5
Weighting: 30%

The aim of this exercise is to undertake the exercise in relation to the 5 Step Buyer Behaviour Model and
complete the step buying a car. You have a Car Budget of $55,000.00 (including on-road costs) and must
demonstrate each step of the buying process.
Identify (1) the steps you would take and (2) the relevant theory models used in each step.
Additional details in relation to the project will be supplied during weeks 1 and 2 in relation to project
framework and expectations.
Cars are to be available in Australia and be selected from the following brands ONLY.
Mazda
BMW
Hyundai
Subaru
Holden
FORD
Group Project

 

 

Submission: in class

Extension

Penalties: No extensions will be granted. Late submission will be accepted up to 48 hours after the submission deadline.  There will be a deduction of 20% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late (for example, 25 hours late in submission – 40% penalty). This penalty does not apply for cases in which an application for special consideration is made and approved.
On successful completion you will be able to:
  • Gain practical knowledge and experience on conducting consumer research
  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
  • Apply the above knowledge and skills to develop effective marketing strategies

2. Group Project

Due: Weeks 11&12, report week 13 13
Weighting: 30%

Airline/Cruise Ship Travel Tours OR Beer, Wine and Spirit Sector
Final report due Week 13 (Plan: Week 3) (Key Issues: Week 6) (Presentations Weeks 11 & 12)
The group project puts students into a real-world scenario to apply what has been discussed and learned
in class. It aims to provide a training opportunity for students to build and refine their cognitive and
analytical skills to detect, evaluate and respond to market trends that influence consumer behaviours. The
project is composed of four sequential tasks of different types, each of which will be formally assessed.
Each task offers an opportunity to learn and practise particular knowledge and skills. Students are
required to work in a group consisting of approximately 4 members. Details of this project are provided as
a separate document of Project Brief available on the course website. A peer review will be conducted at
the completion of this project, the result of which will help to determine individual scores for the group
project. The peer review form is attached in Appendix I in the end of this unit outline.
KEY MILESTONE DATES:
Week 3 – Project Plan: The Group is to present the Project Plan coveringthe key aims and objectives of
the project and a timeline. Maximum 2 pages. Not assessable but will form part of the Key Issues Report
due in Week 6.
Week 6 – Key Issues Report: Key findings from research and conclusions in relationto strategy. Update of the aims, objectives and timeline. Maximum 5 pages (5%).
Week 13 – FINAL Report: Submission of the FINAL Report.

Report Details will be delivered in class
(Weeks 1 and 2) and the Report Framework available on i-Learn from Week 3. The FINAL Report is to
display academic theory and commercial application to the task and demonstrated balance will be required using the appropriate business models. Maximum 15 pages (15%).
Weeks 11/12 – Presentation: Groups will present the key findings and conclusions of the report. This will be a 20 minute Presentation and delivered in class. ALL STUDENTS are expected to attend these two weeks. MARKS will be deducted for non-attendance. Max 15 slides in TOTAL. PowerPoint Slides are to be printed and submitted for marking at the conclusion of the Presentation. Combined Mark is (10%)
Submission: In class

Extension

Penalties:

No extensions will be granted.  Students who have not submitted the task prior to the deadline will be awarded a mark of 0 for the task, except for cases in which an application for special consideration is made and approved.
On successful completion you will be able to:
  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours

3. Final Examination

Due: Examination period
Weighting: 40%

Submission: N/A

Extension

Penalties: No early examination will be granted.


On successful completion you will be able to:
  • Recognize and understand key concepts and theories discussed in the consumer behaviour literature
  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours

Delivery and Resources

Classes

  • Number and length of classes: 3 hours face-to-face teaching per week for 13 weeks, consisting of lectures and student presentations  
  • The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/ 
  • Students are expected to participate in lectures. Attendance will be taken in class.
  • Warning: You MUST attend a minimum 10 of the 12 classes. Failure to do so will lead to you NOT being allowed to sit the final exam.
  • To avoid incurring a penalty, medical certificates must be provided if you are not able to attend a class. Work-related reasons are NOT accepted for your absence.
  • You are expected to arrive on time and not to leave until the class ends.
  • If you have a recurring problem that makes you late, or forces you to leave early, have the courtesy to discuss this with your lecturer.
  • Mobile phones must be turned off and not simply set to “silent”. Students whose phones make audible sounds (whether by tone or vibration), will owe an apology to the class for wasting their time. Part of that apology is to bring a nice snack for the next period. For example, Tim Tams or other “nice” bickies are acceptable, providing 1-2 cookies per student in the unit (plus the lecturer!). Tasty home baked snacks are preferred. Failure to provide an appropriate apology for your noisy electronics means you are not welcome in class.
  • Laptops MAY NOT BE USED in the class unless specified.

Required and Recommended Texts and/or Materials

Prescribed textbook:

  • Quester, Pascale and Simone Pettigrew (2011), Consumer Behaviour: Implications for Marketing Strategy, 6th Edition, McGraw Hill
  • The prescribed textbook can be purchased from the Macquarie University Co-op Bookshop.

Supplementary readings:

Supplementary readings will be posted on the course website at: https://ilearn.mq.edu.au/login/MQ/

Students should also consult a wide range of journals, such as the following:

 

Newspapers/Magazines                               Academic Journals

 

Business Review Weekly                               Journal of Marketing

 

Australian Financial Review                           Harvard Business Review

 

The Australian (Marketing section)                 Journal of Consumer Research

 

B&T Magazine                                                            Psychology and Marketing

 

Marketing                                                       Journal of Consumer Culture

 

Sydney Morning Herald (Business section)   Journal of Business Research

 

Journal of Services Marketing

 

European Journal of Marketing

Technology Used and Required

  • Students mustbefamiliar withMicrosoftOfficesoftware or equivalent.
  • Theunit’s logonwebpage address is https://ilearn.mq.edu.au/
  • Tologon,youmust firstobtainalogonpasswordfromITservicesorthelibrarythen click through toBUS 850.Pleasecheck this site eachweekfor possiblelectureslides. Other announcementsandmaterialwill be postedonthesiteduringthecourse.

Unit Web Page

Course materials, including lecture notes, supplementary readings, project guide and course-related announcements, are available on iLearn at:

https://ilearn.mq.edu.au/login/MQ/

Teaching and Learning Activities

The unit is delivered on a lecture-and-tutorial base. During lectures, consumer behaviour theories and concepts will be introduced and discussed in combination with case studies. During tutorials, students will obtain consultation on the project, present their allocated projects and be involved in the class discussion.

Students are expected to be engaged learners and active participants in class activities. To contribute fully to the class, students are expected to read in advance and follow current development in consumer-related market trends.

The lecture notes will be posted on iLearn at http://ilearn.mq.edu.au on a weekly basis. It is NOT allowed to record (video or tape) lectures nor tutorials.

 

Changes since the last offering of this unit

Please be aware that this unit offered in S2 2013 will be lectured by different teaching staff from that in S1 2013. Though the learning outcomes and graduate capabilities to be achieved are similar, the unit will be delivered in a different approach, with the following major changes.

1.      Different assessment content and structure are designed for this unit in S2 2013.

2.      Different supplementary readings and resources will be assigned to this unit in S2 2013. 



Unit Schedule

 

Week

Lecture

Readings

Tutorial

Part I Overview of Consumer Behaviour

1 (3rd March.)

Introduction to the course

 

Introduction to consumer behaviour and marketing strategies

Chapter 1, Textbook

Breaking the ice

2 (10 March)

A framework for consumer analysis

Chapter 2

Supplementary readings

Grouping

 

Group project brief

Part II Understanding Consumer Decision-Making Processes

3 (17th Mar.)

Consumers’ pre-purchase experiences

Chapters 3-5, Textbook

 

 

Consultation on the group project plan

4 (24th Mar.)

Consumers’ purchasing and post-purchase experiences

Chapters 6&7, Textbook

Submission of Stage 1 proposal for the group project plan

 

 

Part III Understanding Internal Influences to Consumers

5 (31st Mar)

Perception

Chapter 8, Textbook;

Supplementary readings

 

 

Feedback to the group project proposal plan

6 (7th Apr.)

Learning and memory

Chapters 9, Textbook;

Supplementary readings

Progress report on the group project key issues

 

Consultation on the group project

7 (14th Apr)

Motivation, personality and emotion

Chapter 10, Textbook;

Supplementary readings

Consultation on the group project

Mid-Semester Break    ( 17th Apr.---5th May.)

8 (5thMay.)

Attitude

Chapter 11, Textbook;

Supplementary readings

 

 

Consultation on the group project

Part IV Understanding External Influences to Consumers

9 (12th May.)

Lifestyle, group/social influence and culture

 Situational influence

Chapters12- 16, Textbook

Supplementary readings

Consultation on the group project

Part V Special Topics in Consumer Behavior

10 (17th May.)

How does the knowledge of consumers help with our marketing strategies?

 

Chapter 2 and 18, Textbook

 

Progress report on the group project

 

Consultation on the group project

Part VI Group Presentations

11 (26st May.)

Final Group Report presentations

  

Consultation on the group project
 

12 (2nd June.)

Final Group Report Presentations

Brief on Final Examination

  

Consultation on the group project

 

 
13 (9th June, Queens Birthday Public Holiday

No classes

Submission of Final report of the group project

 

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:

Academic Honesty Policy http://mq.edu.au/policy/docs/academic_honesty/policy.html

Assessment Policy  http://mq.edu.au/policy/docs/assessment/policy.html

Grading Policy http://mq.edu.au/policy/docs/grading/policy.html

Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html

Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html

Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.

In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Learning Skills

Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.

Student Services and Support

Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.

Student Enquiries

For all student enquiries, visit Student Connect at ask.mq.edu.au

IT Help

For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/. 

When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.

Graduate Capabilities

PG - Critical, Analytical and Integrative Thinking

Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.

This graduate capability is supported by:

Learning outcomes

  • Recognize and understand key concepts and theories discussed in the consumer behaviour literature
  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
  • Apply the above knowledge and skills to develop effective marketing strategies

Assessment tasks

  • 1. Individual Report
  • 2. Group Project
  • 3. Final Examination

PG - Research and Problem Solving Capability

Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.

This graduate capability is supported by:

Learning outcome

  • Gain practical knowledge and experience on conducting consumer research

Assessment tasks

  • 1. Individual Report
  • 3. Final Examination

PG - Capable of Professional and Personal Judgment and Initiative

Our postgraduates will demonstrate a high standard of discernment and common sense in their professional and personal judgment. They will have the ability to make informed choices and decisions that reflect both the nature of their professional work and their personal perspectives.

This graduate capability is supported by:

Learning outcomes

  • Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
  • Apply the above knowledge and skills to develop effective marketing strategies

Assessment task

  • 3. Final Examination

Research and Practice

 

  • This  unit  uses  research  by  Macquarie  University  researchers
  • This unit uses research from external sources (see journal article reading list
  • This unit gives you practice in applying research findings in your assignments
  • This unit gives you opportunities to conduct your own research