Students

MKTG1003 – Consumer Behaviour

2020 – Session 2, Special circumstance

Notice

As part of Phase 3 of our return to campus plan, most units will now run tutorials, seminars and other small group learning activities on campus for the second half-year, while keeping an online version available for those students unable to return or those who choose to continue their studies online.

To check the availability of face to face activities for your unit, please go to timetable viewer. To check detailed information on unit assessments visit your unit's iLearn space or consult your unit convenor.

General Information

Download as PDF
Unit convenor and teaching staff Unit convenor and teaching staff Lecturer
Jana Bowden
Contact via Email
Zoom via appointment Wed 12-2
Credit points Credit points
10
Prerequisites Prerequisites
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

An important aspect of marketing is to understand the heart and mind of consumers. Understanding why consumers think, feel and act the way that they do assists businesses in making strategic, sustainable and ethical marketing decisions. This unit develops students’ knowledge about how to understand, interpret and influence consumers’ behaviour. Students gain theoretical knowledge of the internal, psychological processes and external, environmental factors influencing consumer behaviour. Students learn about consumer needs and values, how consumers perceive products and brands, ways to measure attitudes and effect attitude change, how and why consumers decide to buy (or not buy), and the importance of culture and reference group influences. By the end of this unit, students have a much deeper and richer appreciation of how consumption not only affects our lives but also how our actions influence the way that we feel about ourselves and about one another.

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:

  • ULO1: Identify and articulate a range of external and internal influences on consumer behaviour.
  • ULO2: Critically discuss, analyse and integrate consumer behaviour literature to create coherent and theoretically rigorous arguments relating to consumption.
  • ULO3: Apply consumer behaviour knowledge to develop creative solutions to consumption decisions and practices acknowledging the ethical implications to society.

General Assessment Information

Late assessment submissions must also be submitted through the appropriate submission link in iLearn. No extensions will be granted unless an application for Special Consideration is made and approved. There will be a deduction of 10% of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. Late submissions will not be accepted after solutions have been discussed and/or made available.

Note: Further information on submitting an Application for Special Consideration can be found at https://students.mq.edu.au/study/my-study-program/special-consideration

Assessment Tasks

Name Weighting Hurdle Due
Assignment 50% No Week 2, 3, 4, 5, 6
Essay 50% No Week 10

Assignment

Assessment Type 1: Literature review
Indicative Time on Task 2: 15 hours
Due: Week 2, 3, 4, 5, 6
Weighting: 50%

 

This two part assessment targets the development of students’ critical thinking and problem solving skills and encourages students to understand the complex nature of consumption behaviour. It allows students to explore a critical theoretical perspective with regard to the academic literature on specific theoretical topics; construct a sustained theoretical response to the topic; and utilise and conform to the principles of research-based academic rigour by the production of an acceptable, formal response to the topic. There will be one written submission of 700 words, with this submission weighted at 30%. The final 20% will be based on five discussion post responses to topics provided, each of which will require two 150 word comments. These will be weighted at 4% per topic.

 


On successful completion you will be able to:
  • Identify and articulate a range of external and internal influences on consumer behaviour.

Essay

Assessment Type 1: Essay
Indicative Time on Task 2: 25 hours
Due: Week 10
Weighting: 50%

 

This 2,000 word individual assessment targets the development of students' understanding of core consumer behaviour as it is impacted by changes in the digital communications environment. It focuses on enhancing critical thinking skills and encourages students to understand the complex nature of consumption behaviour. It allows students to explore a critical perspective with regards to the academic literature on digital communication and consumption; construct a sustained theoretical response to the topic; and to utilise and conform to the principles of academic rigour the production of an acceptable, formal literature-based response to the topic.

 


On successful completion you will be able to:
  • Identify and articulate a range of external and internal influences on consumer behaviour.
  • Critically discuss, analyse and integrate consumer behaviour literature to create coherent and theoretically rigorous arguments relating to consumption.
  • Apply consumer behaviour knowledge to develop creative solutions to consumption decisions and practices acknowledging the ethical implications to society.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • the Writing Centre for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation

Delivery and Resources

Classes:

Each week there will be a recorded lecture and a 1-hour tutorial  

One Required Textbook

Consumer Behaviour, 6th edition

Schiffman, St John's University Aron O'Cass, University of Tasmania Angela Paladino, University of Melbourne Jamie Carlson, University of Newcastle

ISBN-10: 144256153X ISBN-13: 9781442561533

*Please note the 5th edition is also acceptable however you will need to cross check your weekly reading content against the 6th edition.

Required Reading: Journal Articles

  • Balderjahn, I., Peyer, M., Seegebarth, B., Wiedmann, K.P. and Weber, A., 2018. The many faces of sustainability-conscious consumers: A category-independent typology. Journal of Business Research91, pp.83-93.
  • Olson, J. G., McFerran, B., Morales, A. C., & Dahl, D. W. (2016). Wealth and Welfare: Divergent Moral Reactions to Ethical Consumer Choices. Journal of Consumer Research42(6), 879-896.
  • Reczek, R.W., Irwin, J.R., Zane, D.M. and Ehrich, K.R., 2017. That’s not how I remember it: Willfully ignorant memory for ethical product attribute information. Journal of Consumer Research45(1), pp.185-207.
  • Sheth, Jagdish N., Nirmal K. Sethia, and Shanthi Srinivas. 2011. Mindful consumption: a customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39,1, 21-39.

Other Resources are available on the MKTG1003 iLearn website Technology Used and Required:

  • Students are required to use power point, word processing and ilearn.

Unit Webpage:

  • Course materials are available on the learning management system (iLearn)
  • The web page for this unit can be found at: http://ilearn.mq.edu.au

The timetable for this unit can be accessed from this portal: http://timetables.mq.edu.au

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policy-central). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit the Student Policy Gateway (https://students.mq.edu.au/support/study/student-policy-gateway). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

If you would like to see all the policies relevant to Learning and Teaching visit Policy Central (https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/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/study/getting-started/student-conduct​

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit ask.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

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 help you improve your marks and take control of your study.

The Library provides online and face to face support to help you find and use relevant information resources. 

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

If you are a Global MBA student contact globalmba.support@mq.edu.au

IT Help

For help with University computer systems and technology, visit http://www.mq.edu.au/about_us/offices_and_units/information_technology/help/

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

Changes since First Published

Date Description
22/07/2020 Error in assessment due date column now corrected