Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Nicole Lasky
Immediately following class
Moderator
Stephanie Huang
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Credit points |
Credit points
4
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Prerequisites |
Prerequisites
MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
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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. 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.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Name | Weighting | Due |
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1. Individual Report | 30% | Week 5 |
2. Group Project | 30% | Weeks 11 & 12, Report week 13 |
3. Final Examination | 40% | Examination period |
Due: Week 5
Weighting: 30%
The aim of this exercise is to undertake the exercise in relation to the 5 Step Consumer Decision Making Process:
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Choice/Purchase
5. Post purchase evaluation/behaviour
The assessment requires you to consider the five step Consumer Decision Making model in relation to buying a Sport Utility Vehicle (SUV) car.
Imagine you have been given a budget of $55,000 (including on-road costs) to buy a new SUV car. In your individual assignment, you must discuss and demonstrate how you would go through each step of the 5 step consumer decision making process.
Identify (1) the steps you would take as a consumer, and identify (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 SUV models available in Australia and be selected from the following brands ONLY.
Mazda, Toyota, Hyundai, Ford, JEEP, Mitsubishi, Volkswagen, Nissan, Holden
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.
Due: Weeks 11 & 12, Report week 13
Weighting: 30%
Consumption communities (focusing on influences on, and marketing strategy responses to consumer behaviour on consumer culture consumption communities).
Groups are asked to select a consumption community (communities of consumers in which there is a commonality of consumption of brands, services or products). For example consumption communities are often formed around sport, music, fashion, or online services, or specific brands such as Harley Davidson motorcylces; Apple computers, laptops and phones; or Carling lager.
In your groups you are then required to:
Groups will present their work in four stages:
KEY MILESTONE DATES:
Rationale for the group project assessment:
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 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.
Submission: All written work will be due on Wednesday at 5:00pm of the Week it is due via Turn-It-In. All groups will be ready to present in the beginning of class (8:30am) on either Week 11 or 12 as arranged in classes.
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.
Due: Examination period
Weighting: 40%
Submission: N/A
Extension Penalties: No early examination will be granted.
Classes
Required and Recommended Texts and/or Materials
Prescribed textbook:
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
Journal of Marketing Management
Consumption, Markets and Culture
Journal of Consumer Behaviour
You can access these resources through the Library home page. Under ‘research’ select search for ‘journals’ and type the name of the journal.
Recommended Research Databases
You should also familiarise yourself with key research databases available for access through the library. Databases recommended for your study in marketing include:
Technology Used and Required
Students must be familiar with Microsoft Office software or equivalent.
The unit’s logon webpage address is https://ilearn.mq.edu.au/
To logon,you must first obtain a logon password from IT services or the library, then click through to MKTG815. Please check this site each week for updated/new lecture slides and other relevant course materials. Other announcements and material will be posted on the site during the course.
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. Students will need to participate in group work as a requirement of taking this unit. 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. Recording (video or tape) lectures or tutorials is NOT allowed.
Changes since the last offering of this unit
Please be aware that this unit offered in S2 2014 will be lectured by different teaching staff from that in S1 2014. Though the learning outcomes and graduate capabilities to be achieved are similar, the unit will be delivered in a slightly different approach, with the following changes.
1. Different assessment content and structure are designed for this unit in S2 2014.
2. Different/additional supplementary readings and resources will be assigned to this unit in S2 2014.
Lecture |
Readings |
Tutorial |
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Part I Overview of Consumer Behaviour |
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1 (week beginning 4 August) |
Introduction to the course
Introduction to consumer behaviour and marketing strategies |
Chapter 1, Textbook |
Group Formation |
2 (11 August) |
A framework for consumer analysis |
Chapter 2 Supplementary readings |
Group project brief |
Part II Understanding Consumer Decision-Making Processes |
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3 (18 August) |
Consumers’ pre-purchase experiences Due Week 3 Wednesday 5:00pm via Turn-It-In – Project Plan |
Chapters 3-5, Textbook |
Consultation on the group project plan |
4 (25 August) |
Consumers’ purchasing and post-purchase experiences |
Chapters 6&7, Textbook |
Submission of Stage 1 proposal for the group project plan
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Part III Understanding Internal Influences to Consumers |
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5 (1 September) |
Perception |
Chapter 8, Textbook; Supplementary readings |
Feedback to the group project proposal plan |
6 (8 September) |
Learning and memory Due Week 6 Wednesday 5:00pm via Turn-It-In– Key Issues Report |
Chapters 9, Textbook; Supplementary readings |
Progress report on the group project key issues
Consultation on the group project |
7 (15 September) |
Motivation, personality and emotion |
Chapter 10, Textbook; Supplementary readings |
Consultation on the group project |
Mid-Semester Break ( 22 September - 6 October ) |
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8 (6 October) |
Attitude |
Chapter 11, Textbook; Supplementary readings |
Consultation on the group project |
Part IV Understanding External Influences to Consumers |
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9 (13 October) |
Lifestyle, group/social influence and culture Situational influence |
Chapters 12- 16, Textbook Supplementary readings |
Consultation on the group project |
Part V Special Topics in Consumer Behaviour 10 (20 October) |
How does the knowledge of consumers help with our marketing strategies? |
Chapter 2 and 18, Textbook
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Progress report on the group project
Consultation on the group project |
Part VI Group Presentations |
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11 (27 October) |
Final Group Report presentations Day 1 of 2 |
Consultation on the group project |
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12 (3 November) |
Final Group report presentations Day 2 of 2 Brief on Final Examination |
Consultation on the group project
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13 (10 November) |
No classesDue Week 13 Wednesday 5:00pm via Turn-It-In– FINAL Report |
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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
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