Students

MKTG1003 – Consumer Behaviour

2024 – Session 2, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit Convenor
Jana Bowden
jana.bowden@mq.edu.au
Contact via Email
Room 231, 4ER, North Ryde
Friday 10-12
Cynthia Webster
cynthia.webster@mq.edu.au
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 analyse and apply consumer behaviour theory to real-world consumption experiences.
  • ULO3: Apply consumer behaviour theory to develop solutions to consumption decisions acknowledging ethical implications for society.

General Assessment Information

Late Assessment Submission Penalty (written assessments) 

 Unless a Special Consideration request has been submitted and approved, a 5% penalty (of the total possible mark) will be applied each day a written assessment is not submitted, up until the 7th day (including weekends). After the 7th day, a grade of ‘0’ will be awarded even if the assessment is submitted. Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.  

For any late submissions of time-sensitive tasks, such as scheduled tests/exams, performance assessments/presentations, and/or scheduled practical assessments/labs, students need to apply for Special Consideration.

Please note that this unit does not permit recycling of previously submitted assessments for current assessments within this unit.

Assessment Tasks

Name Weighting Hurdle Due
Case Analysis 40% No Week 9
Exam 30% No Formal University Examination period
Practice-based Activities 30% No Week 1-12

Case Analysis

Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: Week 9
Weighting: 40%

 

There will be one written case based task of 1500 words. This assessment targets the development of students understanding of core consumer behaviour as it applies to real world consumption behaviour. It focuses on enhancing critical thinking skills and encourages students to understand the complex nature of consumer behaviour.

 
On successful completion you will be able to:
  • Identify and articulate a range of external and internal influences on consumer behaviour.
  • Critically analyse and apply consumer behaviour theory to real-world consumption experiences.
  • Apply consumer behaviour theory to develop solutions to consumption decisions acknowledging ethical implications for society.

Exam

Assessment Type 1: Examination
Indicative Time on Task 2: 15 hours
Due: Formal University Examination period
Weighting: 30%

 

There will be one written exam of 2 hour consisting of 3 essay length questions from a selection of 4 available questions. This assessment targets the development of students understanding of core consumer behaviour theory as it applies to real world consumption behaviour. It focuses on enhancing critical thinking skills and encourages students to understand the complex nature of consumer behaviour.

 
On successful completion you will be able to:
  • Identify and articulate a range of external and internal influences on consumer behaviour.
  • Critically analyse and apply consumer behaviour theory to real-world consumption experiences.

Practice-based Activities

Assessment Type 1: Practice-based task
Indicative Time on Task 2: 15 hours
Due: Week 1-12
Weighting: 30%

 

There will be a series of six practice-based written activities (part A) assigned throughout the semester and there will be twelve practice-based participation activities throughout the semester (part B). Part A will consist of 2 x 150 word length posts to the discussion forum for the allocated weeks (eg weeks 2,4,6,8,10,12). Part A will be worth 18% (3% max per week). There will be twelve practice-based in-class participation and discussion activities for the allocated weeks (eg. weeks 1-12 inclusive). Part B will be worth 12% (1% max per week).

 
On successful completion you will be able to:
  • Identify and articulate a range of external and internal influences on consumer behaviour.
  • Critically analyse and apply consumer behaviour theory to real-world consumption experiences.
  • Apply consumer behaviour theory to develop solutions to consumption decisions acknowledging ethical implications for 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

Please see iLearn for details.

The textbook required is as follows;

eTextbook

Consumer Behaviour

ISBN-13:  9781486014347

https://www.pearson.com/store/p/consumer-behaviour/P200000008479/9781486014347

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

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

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/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 connect.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

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

The Writing Centre

The Writing Centre provides resources to develop your English language proficiency, academic writing, and communication skills.

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

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via the Service Connect Portal, or contact Service Connect.

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
21/07/2024 New assessment statement included as advised by the disciplinary committee Please note that this unit does not permit recycling of previously submitted assessments for current assessments within this unit.

Unit information based on version 2024.03 of the Handbook