Students
MKTG1003 – Consumer Behaviour
2025 – Session 1, Online-scheduled-weekday
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Jana Bowden
Contact via Email
4ER Room 231
Monday 11-1
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|---|---|
| Credit points |
Credit points
10
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| Prerequisites |
Prerequisites
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| Corequisites |
Corequisites
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| Co-badged status |
Co-badged status
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| 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 submit an application for Special Consideration
Assessment Tasks
| Name | Weighting | Hurdle | Due |
|---|---|---|---|
| Skills development: Consumer behaviour theories | 30% | No | 19/05/2025 |
| Formal and observed learning: Exam | 30% | No | Exam Period |
| Professional practice: Consumer behaviour analysis | 40% | No | 11/05/2025 |
Skills development: Consumer behaviour theories
Assessment Type 1: Portfolio
Indicative Time on Task 2: 15 hours
Due: 19/05/2025
Weighting: 30%
The purpose of this assessment is for you to build expertise in understanding consumer behaviour - a critical skill for every marketing professional. You will regularly take part in a range of individual practice-based activities, applying theoretical concepts and analyzing consumer behavior in different real-world marketing contexts. Skills in focus: - Analytical skills - Discipline knowledge - Ethical and global awareness Deliverable: Portfolio of forum posts Individual assessment
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.
Formal and observed learning: Exam
Assessment Type 1: Examination
Indicative Time on Task 2: 15 hours
Due: Exam Period
Weighting: 30%
The purpose of this assessment is for you to formally demonstrate the expertise you have gained in this unit. You will participate in a 2-hour exam held during the University Examination period. Important information about the exam will be made available on the unit iLearn page. You should also review the MQ Exams website for general tips. Deliverable: Formal exam Individual assessment
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.
Professional practice: Consumer behaviour analysis
Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 20 hours
Due: 11/05/2025
Weighting: 40%
The purpose of this assessment is for you to deepen your expertise in consumer behaviour by applying the theory and frameworks discussed in this unit to real-world consumption behaviour. You will respond to a marketing case by conducting thorough research, critically analysing key issues, and applying relevant marketing theories and frameworks. Skills in focus: - Critical thinking - Analytical skills - Discipline knowledge Deliverable: Written report [max. 1,500 words] Individual assessment
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/en-au/subject-catalog/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:
- Academic Appeals Policy
- Academic Integrity Policy
- Academic Progression Policy
- Assessment Policy
- Fitness to Practice Procedure
- Assessment Procedure
- Complaints Resolution Procedure for Students and Members of the Public
- Special Consideration Policy
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.
- Workshops
- Chat with a WriteWISE peer writing leader
- Access StudyWISE
- Upload an assignment to Studiosity
- Complete the Academic Integrity Module
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:
- IT Support
- Accessibility and disability support with study
- Mental health support
- Safety support to respond to bullying, harassment, sexual harassment and sexual assault
- Social support including information about finances, tenancy and legal issues
- Student Advocacy provides independent advice on MQ policies, procedures, and processes
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.
Unit information based on version 2025.04 of the Handbook