Students
MKTG203 – Consumer Behaviour
2014 – MQC1 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Moderator
Monica Ren
Contact via monica.ren@mq.edu.au
Unit Convenor
Nicole Lasky
Contact via nicole.lasky@mqc.edu.au
Immediately following class or by email
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| Credit points |
Credit points
3
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| Prerequisites |
Prerequisites
MKTG101
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| Unit description |
Unit description
This unit examines the external and internal factors that influence people's behaviour in a purchase situation. The unit provides a conceptual understanding of consumer behaviour, integrating theories from psychology, sociology, cultural anthropology and economics. The discipline-specific knowledge students should gain from this unit is to understand how and why consumers, including those from South–East Asia, make decisions to purchase, use and eventually dispose of products and services. This should also result in a better understanding of consumerism issues in both for-profit and non-profit sectors.
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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:
- Discuss the rationale for studying consumer behaviour.
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Assessment Tasks
| Name | Weighting | Due |
|---|---|---|
| Assessed coursework | 30% | Every week/tutorial |
| Group Project | 30% | Week 7 |
| Final Exam | 40% | TBA- Exam Period |
Assessed coursework
Due: Every week/tutorial
Weighting: 30%
Each week students will answer the tutorial questions in typed format. Five 'assessed coursework' papers will be randomly collected from students. These questions are a blend of theory and practice.
These are worth 6% each and a total of 30% of the overall grades. They will be marked and returned to students the following week
The goals of this assessment are 1) to ensure students are working consistently; 2) to reflect upon the theories learnt in lecture; and 3) to apply the theories and personal experiences in the marketing context. It is rewarding to students who prepare and participate in the course in a consistent manner.
This work is due in the beginning of class. They may not be submitted after a 10 minute late grace period.
There will be NO time extension for assesed coursework.
On successful completion you will be able to:
- Discuss the rationale for studying consumer behaviour.
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
Group Project
Due: Week 7
Weighting: 30%
Group Project
Due Date: Week 7
Weight: 30%
Requirements
For this assessment students will form groups (max 4 people per group) in tutorials, the output of which will be a group report of 3000 words. Submission will be online to Moodle.
The group project is intended to facilitate students in applying what they learn in lectures, from readings and class discussion with the aim of expanding knowledge of marketing, consumer behaviour, tourism/travel and Australian native cultures.
The group approach emulates the professional environment in which many marketers work. The project is wholly consumer-centric - consumers are defined as international, especially growing Asian visitors to Australia and/or domestic consumers. The aim is to build “Brand Australia” from a potential and existing consumer demand perspective as distinct from a supply perspective - in other words “creating something saleable rather than merely selling something that exists”.
Students will be tasked with creating consumer-centric products and promotions underpinned by an understanding of consumer behaviour at market segment level within different markets (different international visitors/ unique Australian domestic sub-cultures).
The structure of the report is suggested to be as follows:
1.Market segmentation and sizing
2.Product creation
3.Promotion and advertising
4.Marketing communications and customer relations
Submission
This assessment will evaluate students’ abilities to work in collaboration and apply the consumer principles learnt in the course, within different cultural settings. Students will form groups of four in the first tutorial (Week 1). Your tutors will create online groups for you on ilearn based on your group formation. At the end of semester you are also required to complete a peer assessment form that evaluates your contribution versus that of other group members. This is a confidential form. Responsibility for the management of groups is the students' own.
These groups must be within the same tutorial. Each group will submit ONE assignment. The created “Brand Australia” could be print, scanned images, and/or a link to You-tube video. A minimum of 10 academic journals should be cited and correctly referenced. All referencing must be in the Harvard style see http://www.lib.monash.edu.au/tutorials/citing/harvard.html.
The group report is to be submitted online to Moodle. Students are required to check for plagiarism using the Turnitin tool also available from i-learn. The final assignment that is submitted online for grading is also assessed for plagiarism, using Turnitin and a variety of other online tools. Any group with a similarity rating of 30% and above (excepting reference lists and tables) will automatically receive a grade of zero.
This group report is due Week 7, beginning of class.
A marking template for the assignments is available from Moodle. As this is a group assessment, procedures as attached to the end of the course outline must be followed by all students.
One member of the group submits the assignment on behalf of the group.
All individual grades for group report will be moderated by peer evaluation and/or the judgement of the lecturer by the end of the semester. We use an overall peer assessment survey at the end of semester. In disputes over contributions to group work, you have 24 hours to provide physical evidence of your contribution to your lecturer. The unit convenor has the final say in the adjustment of group-work marks taking into account peer assessment ratings.
You may be removed from the group, if in the opinion of others and on the decision of the lecturer you are not contributing. This may be based on peer evaluation. Students in this situation will submit all group work on an individual basis. There is to be no-free riding in this course!
On successful completion you will be able to:
- Discuss the rationale for studying consumer behaviour.
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Final Exam
Due: TBA- Exam Period
Weighting: 40%
The Final Examination will be a two hours exam.
The Final Examination is a test of your understanding of the important principals of consumer behaviour. The exam will be based upon material covered in lectures, tutorials, readings and the textbooks. Two case studies will be release via iLearn before the final exam, so students can read and digest information from the pre-released material. A set of questions will be placed in the exam hall which could be answered from both theoretical and case application perspectives.
You are expected to present yourself for examination at the time and place designated in the University Examination Timetable. The timetable will be available in Draft form approximately eight weeks before the commencement of the examinations and in Final form approximately four weeks before the commencement of the examinations.
http://www.timetables.mq.edu.au/exam
The only exception to not sitting an examination at the designated time is because of documented illness or unavoidable disruption. In these circumstances you may wish to consider applying for Special Consideration. The University’s policy on special consideration process is available at http://www.mq.edu.au/policy/docs/special_consideration/policy.html
If a Supplementary Examination is granted as a result of the Special Consideration process the examination will be scheduled after the conclusion of the official examination period. (Individual Faculties may wish to signal when the Faculties’ Supplementary Exams are normally scheduled.)
The Macquarie university examination policy details the principles and conduct of examinations at the University. The policy is available at: http://www.mq.edu.au/policy/docs/examination/policy.htm
On successful completion you will be able to:
- Discuss the rationale for studying consumer behaviour.
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Delivery and Resources
Classes
The classes for this course entail three hours of face-to-face teaching:
- A two hour lecture
- A one-hour (1 hr.) tutorial
Participants are required to attend the sessions in which they are registered.
Required and Recommended Texts and/or Materials
Prescribed Text
Schiffman, Aron O'Cass, Angela Paladino, Jamie Carlson, 2014 Publisher: Pearson Education Australia ISBN-10: 144256153X ISBN-13: 9781442561533
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Recommended Reading
- Psychology & Marketing
- Journal of Product & Brand Management
- Australasian Marketing Journal
- Journal of Economic Psychology
- Journal of Retailing & Consumer Services
- Journal of Advertising
- Journal of Retailing
- Journal of Consumer Culture
- Journal of Consumer Behaviour
- European Journal of Marketing
- International Journal of Research in Marketing
- Journal of Consumer Marketing
- Journal of Business Research
- Journal of Consumer Research
- Journal of the Academy of Marketing Science
- Journal of Marketing
- Journal of Advertising Research
Technology Used and Required
The unit web page is a vital resource in this unit. iLearn, or Moodle resources include: lecture notes, practice quizzes, links, course materials and assignment research information. All Group Reports are submitted online as well as submitted in class. Students should have access to the internet at home and/or the university. Access to Moodle is only available for students who have successfully enrolled in this unit.
Unit Web Page
Course material is available on the learning management system (iLearn)
Teaching and Learning Strategy
Teaching is delivered in weekly lectures and tutorials. Learning activities include individual and group tasks that are to be completed during private study and in tutorials. Participants are expected to read in advance of lectures, participate in tutorials and complete all set tasks.
It is to your benefit to attend all lectures and tutorials. The Lecturer is happy to discuss issues with you and to clarify points made in class as long as you make the effort to understand the point first by attending lectures and reading the prescribed readings. Please do not ask the Lecturer to assist you in understanding a point if you have not attended the lecture or read the materials.
This course forms part of your professional education. We feel that it is important that you experience the interactions with ideas, your peers and your tutor that are provided through the workshops. Indeed, it seems to us that it is not possible to engage adequately with this unit, and to fulfil its objectives, without completing the tutorial activities. While most students willingly accept this participation as a part of their professional responsibility some, for various reasons, do not participate fully. Therefore, we have found it necessary to make satisfactory lecture and workshop attendance an expected and measured component of the unit.
Attendance at lectures is strongly recommended. An attendance record for all students will be maintained and your preparation and participation in these classes will be assessed.
Note: You are required to attend at least 10 out of the 13 tutorials. Failure to do so without an adequate reason (illness or special consideration) may result in a grade of FA 0.
Changes from last offering:
1. Textbook
2. Assessments
3. Final exam
Unit Schedule
| Week | Chapters | Lecture Topics | Tutorials (see weekly tutorial questions on iLearn to prepare and bring to class) |
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1. Friday 21
March |
Chapter 1 | Introduction to the course The foundations of consumer behaviour | Briefing on assessments; Formation of groups |
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2. Friday 28
March |
Chapter 2 &Chapter 3 | Market Segmentation Consumer needs and motivations |
Tutorial exercises Research and Referencing Workshop |
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3. Friday 4 April |
Chapter 4 | Personality and self-concept |
Tutorial exercises Writing Workshop |
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4. Friday
11 April |
Chapter 5 | Consumer perception | Tutorial exercises |
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5. Saturday
12 April |
Chapter 6 | Learning and consumer involvement | Tutorial exercises; Group assignment Q&As |
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6. Friday 2
May |
Chapter 7 | Consumer attitudes | Tutorial exercises; Group assignment Q&As |
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7. Saturday
3 May |
Chapter 8 | Social influences on CB |
Group Assignment due on Turnitin this week by the beginning of class. Submit a printed copy also in the beginning of class. Tutorial exercises |
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8. Friday
9 May |
Chapter 9 &Chapter 10 | The family Social class and CB | Tutorial exercises |
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9. Friday
16 May |
Chapter 11&Chapter 12 | Culture Subcultural aspects | Tutorial exercises |
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10. Friday
23 May |
Chapter 13 & Chapter 16 | Cross-cultural CB Public policy and consumer protection | Tutorial exercises |
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11. Friday
30 May |
Chapter 14 | Decision making | Tutorial exercises |
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12. Friday 6 June |
Chapter 15 | Consumer influence and diffusion of innovations | Tutorial exercises |
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13. Friday
13 June |
Review of chapters 1-16 | Exam Revision | Exam revision |
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/
Grades
Macquarie University uses the following grades in coursework units of study:
· HD - High Distinction
· D - Distinction
· CR - Credit
· P - Pass
· F – Fail
Grade descriptors and other information concerning grading are contained in the Macquarie
University Grading Policy which is available at:
http://www.mq.edu.au/policy/docs/grading/policy.html
For further information, please refer to the following link:
http://universitycouncil.mq.edu.au/legislation.html
Grade Appeals and Final Examination Script Viewing City Campus
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
http://www.city.mq.edu.au/reviews-appeals.html
Attendance at Macquarie City Campus
All Students are required to attend at least 80% of the scheduled course contact hours each Session. Additionally Macquarie City Campus monitors the course progress of international students to ensure that the student complies with the conditions of their visa relating to attendance.
This minimum level of attendance includes all lectures and tutorials. Tutorial attendance will be recorded weekly. If any scheduled class falls on a public holiday this will be rescheduled as advised by your Lecturer. Attendance at any mid-Session or in-class test is compulsory unless otherwise stated.
Unavoidable non-attendance due to illness or circumstances beyond your control must be supported by appropriate documentation to be considered for a supplementary test. Other non-attendance will obtain zero for the test. You should refer to the section above on Special Consideration for more details about this.
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 Support at Macquarie City Campus
Students who require assistance are encouraged to contact the Student Services Manager at Macquarie City Campus. Please see reception to book an appointment.
Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at http://students.mq.edu.au/support/
At any time students (or groups of students) can book our Student Advising rooms on Level 6 by emailing info@city.mq.edu.au with a day and time and nominated contact person. There are additional student study spaces available on Level 1.
Macquarie University Campus Wellbeing also has a presence on the City Campus each week. If you would like to make an appointment, please email info@city.mq.edu.au or visit their website at: http://www.campuslife.mq.edu.au/campuswellbeing
StudyWISE provides:
· Online learning resources and academic skills workshops http://www.mq.edu.au/learning_skills
· Personal assistance with your learning & study related questions
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.
IT Help at Macquarie City Campus
If you wish to receive IT help, we would be glad to assist you at http://informatics.mq.edu.au/help/ or call 02 9850-4357.
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 and it outlines what can be done.
Students must use their Macquarie University email addresses to communicate with staff as it is University policy that the University issued email account is used for official University communication.
Students are expected to act responsibly when utilising Macquarie City Campus IT facilities. The following regulations apply to the use of computing facilities and online services:
· Accessing inappropriate web sites or downloading inappropriate material is not permitted.
· Material that is not related to coursework for approved unit is deemed inappropriate.
· Downloading copyright material without permission from the copyright owner is illegal, and strictly prohibited. Students detected undertaking such activities will face disciplinary action, which may result in criminal proceedings.
Non-compliance with these conditions may result in disciplinary action without further notice.
If you would like to borrow headphones for use in the Macquarie City Campus computer labs (210, 307, 311, 608) at any point, please ask at Level 2 Reception. You will be required to provide your MQC Student ID card. This will be held as a deposit while using the equipment.
For assistance in the computer labs, please see a Lab Demonstrator (usually they can be found in Lab 311, otherwise ask at Level 2 Reception).
Graduate Capabilities
Discipline Specific Knowledge and Skills
Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
Learning outcomes
- Discuss the rationale for studying consumer behaviour.
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
Assessment tasks
- Assessed coursework
- Group Project
- Final Exam
Critical, Analytical and Integrative Thinking
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Learning outcomes
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Assessment tasks
- Group Project
- Final Exam
Problem Solving and Research Capability
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
Learning outcomes
- Identify and explain factors which influence consumers' purchase decisions and relevant behaviour.
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Assessment tasks
- Assessed coursework
- Group Project
- Final Exam
Creative and Innovative
Our graduates will also be capable of creative thinking and of creating knowledge. They will be imaginative and open to experience and capable of innovation at work and in the community. We want them to be engaged in applying their critical, creative thinking.
This graduate capability is supported by:
Learning outcomes
- Demostrate how knowledge of consumer behaviour can be applied to marketing and advertising.
- Attain relevant generic capabilities.
Assessment task
- Group Project
Research and Practice
Recommended Reading
- Psychology & Marketing
- Journal of Product & Brand Management
- Australasian Marketing Journal
- Journal of Economic Psychology
- Journal of Retailing & Consumer Services
- Journal of Advertising
- Journal of Retailing
- Journal of Consumer Culture
- Journal of Consumer Behaviour
- European Journal of Marketing
- International Journal of Research in Marketing
- Journal of Consumer Marketing
- Journal of Business Research
- Journal of Consumer Research
- Journal of the Academy of Marketing Science
- Journal of Marketing
- Journal of Advertising Research