Students

MKTG8015 – Advanced Consumer Behaviour

2025 – Session 2, In person-scheduled-weekday, North Ryde

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff Unit convenor
Joseph Chen
joseph.chen@mq.edu.au
Contact via Email or Zoom
Room 242, 04 Eastern Road
Thursday 1 pm to 2pm by email appointment
Lecturer
Elahe KordiGhasrodashti
elahe.ghasrodashti@mq.edu.au
Contact via Email
Lecturer
Camille Singh
camille.singh@mq.edu.au
Contact via Email
Credit points Credit points
10
Prerequisites Prerequisites
(Admission to MMktg (1 year) or MCom or GradCertResBus or GradDipResBus) or MKTG6096
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description

Consumer behaviour is the study of factors that explain and predict consumers’ consumption related behaviour. Understanding consumer behaviour and purchase decision making is an integral part of developing effective marketing strategies. Understanding consumers enables marketing managers to critically analyse their potential or current target markets and design strategies tailored to meet their needs. In this unit, students will develop knowledge of the theories, concepts, and principles of consumer decision-making and behaviour. Students will learn to apply and analyse consumer behaviour theories and concepts to identify marketing opportunities and solve marketing problems. Further, students will develop skills to identify marketing stimuli and explain how they influence consumers’ decision- making, purchase, and consumption. Students will learn to exercise professional judgment in recommending decisive marketing actions to influence consumer behaviour.

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: Evaluate, explain, and share theories, concepts and principles of consumer decision-making and behaviour.
  • ULO2: Apply consumer behaviour theories and concepts to analyse and identify marketing opportunities and solve marketing problems, individually and/or in collaboration with peers.
  • ULO3: Identify marketing stimuli and explain how they influence consumer’s decision making, purchase and consumption.
  • ULO4: Exercise professional judgement in recommending decisive marketing actions to influence consumer behaviour.

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: Reflecting on Consumer Behaviour 30% No October 31, Week 12 Friday
Professional Practice: Consumer behaviour case study 30% No September 12, Week 7 Friday
Professional Practice: Consumer behaviour strategic analysis 40% No November 7, Week 13 Friday

Skills Development: Reflecting on Consumer Behaviour

Assessment Type 1: Portfolio
Indicative Time on Task 2: 25 hours
Due: October 31, Week 12 Friday
Weighting: 30%

 

The purpose of this assessment is for you to enhance your understanding of consumer behaviour theories and their application in real-world contexts. You will develop a reflection portfolio based on activities completed throughout the semester, where you will critically evaluate key consumer behaviour theories and apply them to relevant real-world tasks. Skills in focus:

  • Discipline knowledge
  • Critical reflection
  • Collaboration skills
  • Communication skills

Deliverable: Portfolio report Group assessment

 
On successful completion you will be able to:
  • Evaluate, explain, and share theories, concepts and principles of consumer decision-making and behaviour.
  • Apply consumer behaviour theories and concepts to analyse and identify marketing opportunities and solve marketing problems, individually and/or in collaboration with peers.
  • Identify marketing stimuli and explain how they influence consumer’s decision making, purchase and consumption.

Professional Practice: Consumer behaviour case study

Assessment Type 1: Case study/analysis
Indicative Time on Task 2: 25 hours
Due: September 12, Week 7 Friday
Weighting: 30%

 

The purpose of this assessment is for you to develop your ability to identify and evaluate consumer behaviour within a structured case study.

You will analyse a case study, identify relevant consumer behaviour patterns, and apply consumer insights to thoroughly assess the behaviour within the case’s context.

Skills in focus:

  • Discipline knowledge
  • Critical thinking and problem solving

Deliverable: Individual analysis report [max. 2,000 words]. Individual assessment

 
On successful completion you will be able to:
  • Evaluate, explain, and share theories, concepts and principles of consumer decision-making and behaviour.
  • Apply consumer behaviour theories and concepts to analyse and identify marketing opportunities and solve marketing problems, individually and/or in collaboration with peers.
  • Identify marketing stimuli and explain how they influence consumer’s decision making, purchase and consumption.

Professional Practice: Consumer behaviour strategic analysis

Assessment Type 1: Report
Indicative Time on Task 2: 30 hours
Due: November 7, Week 13 Friday
Weighting: 40%

 

The purpose of this assessment is to help you apply consumer behaviour knowledge and skills to address a real-world marketing challenge for a company you aspire to work for.

You will identify a marketing challenge or opportunity for your chosen company, explore relevant consumer behaviour insights, assess whether the company’s marketing strategies effectively influence consumer behaviour, and provide strategic recommendations.

Skills in focus:

  • Communication
  • Critical Thinking and Problem Solving
  • Discipline knowledge
  • Work Readiness

Deliverable: Individual analysis report [max. 2,000 words]. Individual assessment

 
On successful completion you will be able to:
  • Apply consumer behaviour theories and concepts to analyse and identify marketing opportunities and solve marketing problems, individually and/or in collaboration with peers.
  • Identify marketing stimuli and explain how they influence consumer’s decision making, purchase and consumption.
  • Exercise professional judgement in recommending decisive marketing actions to influence consumer behaviour.

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

Every week, there will be a 1-hour pre-recorded online lecture (available on iLearn) and a 2 hour face-to-face seminar on campus.

Required reading:

Textbook. Consumer Behaviour: Buying, Having, Being (14th edition), Michael R Solomon and Cristel Antonia Russell, Publisher: Pearson Australia, 2023.

Supplementary readings:

In addition to the textbook recommended above, students will be provided supplementary reading materials on iLearn Leganto.

Students are also expected to be familiar with the key academic journals in the marketing discipline from which useful insights can be derived. In particular, students are encouraged to review relevant papers from the following high-quality journals, newspapers and magazines:

Academic journals: • Journal of Marketing • Journal of Marketing Research • Journal of Consumer Research • Journal of the Academy of Marketing Science • Journal of Consumer Psychology • Journal of Retailing • International Journal of Research in Marketing • Journal of Service Research • Journal of Advertising • Psychology and Marketing • Journal of Business Research • Marketing Letters • European Journal of Marketing 

Newspapers/Magazines: • Business Review Weekly • Australian Financial Review • The Australian (Marketing section) • B&T Magazine • Marketing • Sydney Morning Herald (Business section)

You can access these resources through the Library home page. Under ‘research’ select search for ‘journals’ and type the name of the journal. You can also access these via Google Scholar.

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: • Ebscohost • Academic Search Elite • Business Source Premier • Wiley Interscience • Scopus • Web of Science • Global Market Information Database • Google Scholar (only when logged in via the Macquarie University website) 

Technology Used and Required:

Students must be familiar with Microsoft Office software or equivalent. Students are required to use power point, word processing, iLearn and Zoom.  The unit’s log on webpage address is https://ilearn.mq.edu.au/. To logon, you must first obtain a log on password from IT services or the library, then click through to MKTG8015. Please check this site each week for updated/new lecture slides, other relevant course materials and announcements during the semester.

Unit Schedule

Please refer to iLearn for more detailed information about the Unit Schedule.

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/

Academic Success

Academic Success 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
17/07/2025 Consultation time changed.

Unit information based on version 2025.05 of the Handbook