Students
MKTG815 – Consumer Behaviour
2015 – S2 Day
General Information
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| Unit convenor and teaching staff |
Unit convenor and teaching staff
Unit Convenor
Cynthia Webster
Contact via Email: cynthia.webster@mq.edu.au Phone: 02 9850 4857
E4A 640
Tuesdays: 12:00pm to 2:00pm
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| Credit points |
Credit points
4
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| Prerequisites |
Prerequisites
MKTG696
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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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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:
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
- Gain practical knowledge and experience in conducting consumer research
- Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
- Apply the above knowledge and skills to develop effective marketing strategies
Assessment Tasks
| Name | Weighting | Due | Groupwork/Individual | Short Extension | AI assisted? |
|---|---|---|---|---|---|
| 1. Individual Assignment | 30% | week 5 & weeks 2 - 10 | No | ||
| 2. Group Project | 30% | weeks 3, 7, 10, 11 & 12 | No | ||
| 3. Final Exam | 40% | formal examination period | No |
1. Individual Assignment
Due: week 5 & weeks 2 - 10
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Consumer impact on marketing strategy. Consumer behaviour is complex with multiple internal and external factors influencing what people do, think, feel and believe. You will act as a consumer behaviour researcher for a specific organisation and/or brand within one of six assigned product categories (e.g., Health, Entertainment, Communications, Travel...).
Your individual assignment will bring together multiple types of information to provide a critical reflection concerning issues surrounding perception, learning and motivation. To stimulate peer learning, students will be required to participate in lecture and on the weekly iLearn discussion forums. Further information will be available in lecture and on iLearn in week 1.
KEY MILESTONE DATES:
- Due Weeks 2, 3, 4, 8, 9, 10 – Individual Participation: Participation will occur in class and in online discussion forums. Participation Details will be given in class and available on i-Learn from Week 1 (10%).
- Due Week 5 - FINAL Written Individual Assignment: Assignment Details will be delivered in class and the Assessment Framework available on i-Learn from Week 1. The FINAL Assignment is to display academic theory and commercial application to the task and demonstrated balance will be required using the appropriate materials. Maximum 2,000 Words not including tables, figures, references and appendices. The FINAL Assignment is to be submitted to Turnitin via the unit iLearn website (20%).
Submission: Written assignments will be submitted to Turnitin Participation will be in class and posted to iLearn group discussion forum.
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 Disruption of Studies is made and approved.
On successful completion you will be able to:
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
- Gain practical knowledge and experience in conducting consumer research
- Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
- Apply the above knowledge and skills to develop effective marketing strategies
2. Group Project
Due: weeks 3, 7, 10, 11 & 12
Weighting: 30%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
Consumer behaviour and global challenges. Consumers are constantly searching for new ways to experience the world in which they live. Multiple life style consumption behaviours are available to consumers, many of which lead to serious detrimental consequences for individual consumers and the wider community.
In groups you will choose a difficult social, cultural, political, environmental or economic issue (e.g. speeding, obesity, healthy eating, exercise, drugs, binge drinking, recycling, drink driving, smoking, sustainable living) to research from a consumer behaviour perspective.
- Compare and analyse the market behaviour of consumers who consume or engage in the chosen activity with individuals who do not by applying appropriate consumer behaviour theories (give examples)
- Identify commercial and non-profit organisations and social media communities involved in addressing the issue and explain what they are doing to help “solve” the issue.
- Identify emerging consumer trends in the area (for example, lifestyle choices, values and aspirations, attitudes to brands and marketing);
- Discuss criteria important to consumer attitudes, decision-making and group influence on consumption (apply relevant theory):
- Analyse real-life marketing campaigns. Discuss the extent to which they are successful or unsuccessful in persuading consumers.
Groups will present their work in four stages:
KEY MILESTONE DATES:
- 1. Due Week 3 – Project Plan: The group is to present a Project Plan covering the key aims and objectives of the project, a timeline and individual responsibilities. Maximum 2 pages. Not marks but will form the group contract.
- 2. Due Week 7 – Preliminary Presentation: Key findings from research and conclusions in relation to strategy. Update of the aims, objectives and timeline. Maximum 5- 10 minute presentation with at most 5 power point slides (5%).
- 3. Due Week 10 – FINAL Written Group Report: Report Details will be delivered in class (Weeks 1 and 2) and the Report Framework available on i-Learn from Week 3. The FINAL Report is to display academic theory and commercial application to the task and demonstrated balance will be required using the appropriate materials. Maximum 3,000 Words not including tables, figures, references and appendices. The FINAL Report will be submitted to Turnitin via the unit iLearn website (15%).
- 4. Due Weeks 11 and 12 – Group Presentation: Groups will present the key findings and conclusions of the report. This will be a 20 minute presentation and delivered in class. ALL STUDENTS are expected to attend these two weeks. MARKS will be deducted for non-attendance. Max 15 slides in TOTAL. PowerPoint Slides are to be submitted to the iLearn Group Discussion Forum prior to the Presentation (10%).
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 practice particular knowledge and skills. Students are required to work in a group consisting of approximately 4 members.
Submission: Presentations will be in class. Written group report will be submitted to Turnitin Final group presentation slides will be submitted to iLearn group discussion forum.
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 Disruption of Studies is made and approved.
On successful completion you will be able to:
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
- Gain practical knowledge and experience in conducting consumer research
- Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
- Apply the above knowledge and skills to develop effective marketing strategies
3. Final Exam
Due: formal examination period
Weighting: 40%
Groupwork/Individual:
Short extension 3: No
AI assisted?:
A 3-hour final examination for this unit will be held during the University Examination period. The final exam is comprehensive and will cover materials from the entire course. The exam aims to demonstrate your knowledge complete and comprehensive understanding of the course, as well as your interpretive and analytical ability. You are expected to present yourself for examination at the time and place designated in the University Examination Timetable.
On successful completion you will be able to:
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
- Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
Delivery and Resources
Classes
- Number and length of classes: 3 hours face-to-face teaching per week from week 1 to week 13 of S1, consisting of combined lecture/tutorial classes, and student presentations
- The timetable for classes can be found on the University web site at: http://www.timetables.mq.edu.au/
- Students are expected to participate in lectures. Attendance will be taken in class.
- Warning: You MUST attend a minimum 10 of the 13 classes. Failure to do so will lead to you NOT being allowed to sit the final exam.
- To avoid incurring a penalty, medical certificates must be provided if you are not able to attend a class. Work-related reasons are NOT accepted for your absence.
- You are expected to arrive on time and not to leave until the class ends.
- If you have a recurring problem that makes you late, or forces you to leave early, have the courtesy to discuss this with your lecturer.
- Mobile phones must be turned off and not simply set to “silent”. Students whose phones make audible sounds (whether by tone or vibration), will owe an apology to the class for wasting their time.
- Laptops MAY NOT BE USED in the class unless specified.
Required and Recommended Texts and/or Materials
Required Readings:
- The required reading consists of a number of academic journal articles to be obtained by going to Macquarie Library and accessing the relevant online journal:
- Holbrook, M.B. (2005). Customer Value and Autoethnography: Subjective personal Introspection and the meanings of a Photograph Collection. Journal of Business Research, 58, 45-61.
- Hede, A. & Kellett, P. (2011) Marketing Communications for Special Events: Analysing Managerial Practice, Consumer Perceptions and Preferences, European Journal of Marketing, (electronically available)
- Guthrie, M. & Kim, H. (2008) The Relationship between Consumer Involvement and Brand Perceptions of Female Cosmetic Consumers, Journal of Brand management
- Roedder John, Loken, Kim & Monga (2006) Brand Concept Maps: A Methodology for Identifying Brand Association Networks, Journal of Marketing Research, 43, 549-563.
- Cowley, E. (2008) The Perils of Hedonic Editing, The Journal of Consumer Research, 35, 1, 71-84
- Ying Zhang, Jing Xu, Zixi Jiang, Szu-Chi Huang (2010) Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation, The Journal of Consumer Research, (electronically available)
- Kamakura, W.A. & Novak, T.P. (1992) Value-System Segmentation: Exploring the Meaning of LOV, The Journal of Consumer Research, 19, 1, 119-132.
- Baumeister, R.F. (2002) Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior, The Journal of Consumer Research, 28, 4, 670-676.
- Adams, T. B. & Mowen, J. C. (2006) Identifying the Personality Characteristics of Healthy Eaters and Exercisers, Health Marketing Quarterly, 23, 1, 21-42.
- Petty, R.E. Cacioppo, J.T. & Schumann, D. (1983) Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, The Journal of Consumer Research, 10, 2, 135-146
- Tormala, Z. L., & Petty, R. E. (2002). What Doesn't Kill Me Makes Me Stronger: The Effects of Resisting Persuasion on Attitude Certainty. Journal of Personality and Social Psychology, 83, 1298-1313.
- Sheth, J.N., Sethia, N.K. & Srinivas, S. (2011) Mindful Consumption: A Customer-Centric Approach to Sustainability, Journal of the Academy of Marketing Science, 39, 21-39.
- Bagozzi, R.P. (2000) On the Concept of Intentional Social Action in Consumer Behavior, The Journal of Consumer Research, 27, 3, 388-396
- Ward, J.C. & Reingen, P.H. (1990) Sociocognitive Analysis of Group Decision Making among Consumers,Journal of Consumer Research, 17, 245–262.
- Moschis, G.P. (2007) Life Course Perspectives on Consumer Behavior, Journal of the Academy of Marketing Science, 35, 295-307.
- McCracken, G. (1986) Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods, The Journal of Consumer Research, 13, 1, 71-84
- Kjeldgaard, D. & Askegaard, S. (2006) The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference, The Journal of Consumer Research, 33, 2, 231-247
- Mathwick, C., Wiertz, C. & de Ruyter, K. (2008) Social Capital Production in a Virtual P3 Community, The Journal of Consumer Research, 34, 6, 832-849
Recommended textbook:
- Michael Solomon, Rebekah Russell-Bennett, and Josephine Previte. (2014). Consumer Behaviour: Buying, Having, and Being. French's Forest NSW: Pearson Australia.
Supplementary readings:
Students should also consult a wide range of journals, such as the following:
Newspapers/Magazines
- Business Review Weekly
- Australian Financial Review
- The Australian (Marketing section)
- B&T Magazine
- Marketing
- Sydney Morning Herald (Business section)
Academic Journals
- Journal of Marketing
- International Journal of Research in Marketing
- Psychology and Marketing
- Journal of the Academy of Marketing Science
- Journal of Advertising
- Harvard Business Review
- Journal of Consumer Research
- Journal of Consumer Culture
- 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:
- 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)
- Ulrich International Periodicals (for peer-reviewed journal checking)
Technology Used and Required
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Students must be familiar with Microsoft Office software or equivalent.
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The unit’s logon webpage address is https://ilearn.mq.edu.au/
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To logon, you must first obtain a logon password from IT services or the library, then click through to MKTG 815. 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. It is NOT allowed to record (video or tape) lectures nor tutorials.
Changes since the last offering of this unit:
- required readings have been changed.
- assessment tasks have been changed.
Policies and Procedures
Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:
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
Grievance Management Policy http://mq.edu.au/policy/docs/grievance_management/policy.html
Disruption to Studies Policy http://www.mq.edu.au/policy/docs/disruption_studies/policy.html The Disruption to Studies Policy is effective from March 3 2014 and replaces the Special Consideration Policy.
In addition, a number of other policies can be found in the Learning and Teaching Category of 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/support/student_conduct/
Results
Results shown in iLearn, 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.
Grading Appeals and Final Examination Script Viewing
If, at the conclusion of the unit, you have performed below expectations, and are considering lodging an appeal of grade and/or viewing your final exam script please refer to the following website which provides information about these processes and the cut off dates in the first instance. Please read the instructions provided concerning what constitutes a valid grounds for appeal before appealing your grade.
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 improve your marks and take control of your study.
Student Support at Macquarie City Campus
Students who require assistance are encouraged to contact the Student Services Manager at Macquarie City Campus. Please see reception to book an appointment.
Macquarie University provides a range of Academic Student Support Services. Details of these services can be accessed at http://students.mq.edu.au/support/
At any time students (or groups of students) can book our Student Advising rooms on Level 6 by emailing info@city.mq.edu.au with a day and time and nominated contact person. There are additional student study spaces available on Level 1.
Macquarie University Campus Wellbeing also has a presence on the City Campus each week. If you would like to make an appointment, please email info@city.mq.edu.au or visit their website at: http://www.campuslife.mq.edu.au/campuswellbeing
StudyWISE provides:
· Online learning resources and academic skills workshops http://www.mq.edu.au/learning_skills
· Personal assistance with your learning & study related questions
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
IT Help
For help with University computer systems and technology, visit http://informatics.mq.edu.au/help/.
When using the University's IT, you must adhere to the Acceptable Use Policy. The policy applies to all who connect to the MQ network including students.
Students are expected to act responsibly when utilising Macquarie City Campus IT facilities. The following regulations apply to the use of computing facilities and online services:
-Accessing inappropriate web sites or downloading inappropriate material is not permitted.
-Material that is not related to coursework for approved unit is deemed inappropriate.
-Downloading copyright material without permission from the copyright owner is illegal, and strictly prohibited. Students detected undertaking such activities will face disciplinary action, which may result in criminal proceedings. Non-compliance with these conditions may result in disciplinary action without further notice.
If you would like to borrow headphones for use in the Macquarie City Campus computer labs (210, 307, 311, 608) at any point, please ask at Level 2 Reception. You will be required to provide your MQC Student ID card. This will be held as a deposit while using the equipment.
For assistance in the computer labs, please see a Lab Demonstrator (usually they can be found in Lab 311, otherwise ask at Level 2 Reception).
Graduate Capabilities
PG - Discipline Knowledge and Skills
Our postgraduates will be able to demonstrate a significantly enhanced depth and breadth of knowledge, scholarly understanding, and specific subject content knowledge in their chosen fields.
This graduate capability is supported by:
Learning outcome
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
Assessment tasks
- 1. Individual Assignment
- 2. Group Project
- 3. Final Exam
PG - Critical, Analytical and Integrative Thinking
Our postgraduates will be capable of utilising and reflecting on prior knowledge and experience, of applying higher level critical thinking skills, and of integrating and synthesising learning and knowledge from a range of sources and environments. A characteristic of this form of thinking is the generation of new, professionally oriented knowledge through personal or group-based critique of practice and theory.
This graduate capability is supported by:
Learning outcomes
- Recognise and understand key concepts and theories discussed in the consumer behaviour literature
- Demonstrate the ability to identify, discuss and analyse market trends and problems related to consumer behaviours
- Apply the above knowledge and skills to develop effective marketing strategies
Assessment tasks
- 1. Individual Assignment
- 2. Group Project
- 3. Final Exam
PG - Research and Problem Solving Capability
Our postgraduates will be capable of systematic enquiry; able to use research skills to create new knowledge that can be applied to real world issues, or contribute to a field of study or practice to enhance society. They will be capable of creative questioning, problem finding and problem solving.
This graduate capability is supported by:
Learning outcomes
- Gain practical knowledge and experience in conducting consumer research
- Apply the above knowledge and skills to develop effective marketing strategies
Assessment tasks
- 1. Individual Assignment
- 2. Group Project
Research and Practice
- This unit uses research by Macquarie University researchers
- This unit uses research from external sources (see journal article reading list)
- This unit gives you practice in applying research findings in your assignments
- This unit gives you opportunities to conduct your own research