Unit convenor and teaching staff |
Unit convenor and teaching staff
Lecturer
Wayne Kingston
Contact via Email
By appointment
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Credit points |
Credit points
3
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Prerequisites |
Prerequisites
MKTG101
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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 provides a conceptual understanding of consumer behaviour by integrating theories from marketing, psychology, and sociology to provide an in-depth understanding of why consumers think, feel and act the way that they do. The unit is therefore essentially about 'people watching' and so the unit is interested in what consumers discuss, how they interact with each other, how they shop for items, decide upon them, buy (or not buy) them, consume them and ultimately dispose of them. By the end of this unit, students will have a much deeper and richer understanding of how having possessions not only affects our lives but how these possessions also influence the way that we feel about ourselves and about one another. Students will develop graduate capabilities in critical, analytical and integrative thinking.
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Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates
On successful completion of this unit, you will be able to:
Assessed Coursework 10%
Three (3) typed one page responses worth 10% in total (worth 3%, 3% and 4%) due block 4, 6, and 10
Participation 10% - between block 2-11 inclusive
Discussion of the weekly written one page solutions in class attracts 1% per tutorial for a total of 10 tutorials to a maximum of 10%. Attending classes will substantially increase your understanding of the assigned readings and provide you with insight into issues beyond those covered in the readings. It will also give you the opportunity to actively participate in class discussions and obtain a better class participation grade. Note, however, that your mere presence is not sufficient to earn points for class participation. The quantity and, especially, the quality of your contributions to class discussions are also essential.If you miss a tutorial you will forfeit the 1% for that week.
Investigative essay 40%
Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline on January 19th 9pm. Please ensure you are submitting to the correct dropbox.
Penalties:
- Exceeding the word limit (2500 words) will lead to a deduction of 10/100 marks.
- A minimum of 6 journal articles must be used in your essay. Penalty of 20/100 marks applied if this criteria is not met.
- No extensions will be granted. Late tasks will be accepted up to 48 hours after the submission deadline. There will be a deduction of 50%* of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. This penalty does not apply for cases in which an application for Disruption to Studies is made and approved
- Plagiarism detection software is used for this assignment. If your work is found to be plagiarised it will be forwarded to the disciplinary committee where your case will be determined. Penalties or zero grade may be applied.
Name | Weighting | Hurdle | Due |
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Assessed Coursework | 10% | No | Weeks 4, 6, 10, Sundays |
Participation | 10% | No | Weeks 2-11 inclusive |
Investigative Essay | 40% | No | January 14, by 1159pm |
Final Exam | 40% | No | Examination Period |
Due: Weeks 4, 6, 10, Sundays
Weighting: 10%
Three (3) typed one page responses worth 10% in total (worth 3%, 3% and 4%) due in Blocks 4, 6, and 10
You will be required to submit THREE (3) responses to topic questions outlined in the "Unit Schedule" titled "Assessments due for discussion" (weeks 4, 6, and 10) to Turnitin on the unit iLearn homepage. These are respectively worth 3%, 3% and 4% each. They are due online Sunday 23:59 (11:59PM) of the week they are due:
Block 4: Monday 11 December by 23:59 (11:59PM)
Block 6: Friday 15 December by 23:59 (11:59PM)
Block 10: Monday 15 January, 2017 by 23:59 (11:59PM)
The set questions are outlined in the presentation schedule contained in Appendix A and Unit Outline
Due: Weeks 2-11 inclusive
Weighting: 10%
Discussion of the weekly written one page solutions in class attracts 1% per tutorial for a total of 10 tutorials to a maximum of 10%. In class you are required to verbally participate in class discussions by offering a substantive contribution. Your class participation grade will be composed of the quantity and quality of your verbal participation in class in response to the weekly assessed coursework topics and any other material discussed in tutorials. Each week you will receive a score of 1% or 0% between weeks 2 and 11 inclusive.
Attending classes will substantially increase your understanding of the assigned readings and provide you with insight into issues beyond those covered in the readings. It will also give you the opportunity to actively participate in class discussions and obtain a better class participation grade. Note, however, that your mere presence is not sufficient to earn points for class participation. The quantity and, especially, the quality of your contributions to class discussions are also essential.
NB: If you miss one class in which verbal participation was assessed and if you meet the criteria for "Disruption to studies", please apply.
NB: Knowledge of the content in the set questions and knowledge gained from the class discussions will assist with preparing for the exam.
Due: January 14, by 1159pm
Weighting: 40%
Students are required to complete an individual essay during the course.
The essay topic is as follows:
“We spend so much time interacting with brands that we can equate them to the relationships that we have with people in our lives. We meet, we fall in love, we settle down, we fall out of love, and sometimes we separate or divorce.” DISCUSS.
You are required to research and discuss this assertion in a scholarly essay.
This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix.
Notes:
No extensions will be granted. Late tasks will be accepted up to 48 hours after the submission deadline. There will be a deduction of 50%* of the total available marks made from the total awarded mark for each 24 hour period or part thereof that the submission is late. This penalty does not apply for cases in which an application for Disruption to Studies is made and approved..Your essay must be submitted online VIA Turnitin for MKTG203:
Submit softcopy to the plagiarism detection system ‘Turnitin’ VIA iLearn before the deadline on 19 Jan. 2018 9pm.
Please make sure that you are submitting to the correct dropbox.
Please note the following:
Due: Examination Period
Weighting: 40%
This 3 hour examination is worth 40% of your course assessment.
The weighting of your final exam is as follows:
4 mini essay Questions
Answer all
Worth 40% of your total assessment
You are expected to clearly demonstrate knowledge from the following sources in your final exam;
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 Publisher: Pearson Education Australia Copyright: 2014 *Please note the 5th edition is also acceptable however you will need to cross check your weekly reading content against the 6th edition.
Highly Recommended Reading • This unit uses research by Macquarie University researchers • This unit uses research from external sources • This unit gives you practice in applying research findings in your assignments • This unit gives you opportunities to conduct your own research
Writing Skills Burton, L. 2010. An Interactive Approach to Writing Essays and Research Reports in Psychology, John Wiley & Sons, Australia McMillan, K. & Weyers, J. 2010. How to Write Essays & Assignments, Pearson Education, United Kingdom.
Researching Skills - Journals In addition to the required textbook for this Unit, you should familiarise yourself with the relevant periodical section of the library. Journals recommended for your study in marketing include: • Journal of Marketing • Journal of Consumer Research • Psychology and marketing • International Journal of Research in Marketing • Journal of the Academy of Marketing Science • Journal of Consumer Behaviour • European Journal of Marketing • And any other Journal to do with marketing and psychology frankly!
Unit guide MKTG203 Consumer Behaviour PREVIEW https://iteach.mq.edu.au/unit_guides/40443/print_preview 8 Unit Schedule
Recommended Research Databases You should also familiarize 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 • Passport database • Google Scholar (only when logged in via the Macquarie University website) • Ulrich International Periodicals (for peer-reviewed journal checking)
Consultation Teaching staff are there to assist you. Please email them directly to confirm their consultation times. Please remember that your Tutors is your first port of call for all queries relating to the course content and that you may contact them directly via email. Technology required and used All important messages and announcements will be posted on the iLearn site regularly by staff and you must take the time to read these each week. The iLearn site is a public forum that everyone in the unit is able to access and read. The site can be found at the following link: http://ilearn.mq.edu.au All lecture streams in this unit will be recorded using iLearn. Please check your Timetable for class session times via the timetables portal: http://timetables.mq.edu.au
Week |
Lecture Schedule |
Tutorial Schedule and Tasks |
1
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Foundations December 5 |
READ: Chapter 1 No tutorials
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2 |
Market segmentation December 6 |
READ: Chapter 2 Introduction to course, course structure, assessments, study approach, & tutor expectations In-class Discussion Values and consumption. Why do we consume? Who are we trying to be? Assessment due for discussion: 1 page type-up Exercise question 2 page 27
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3 |
Needs and motivation December 8 |
READ: Chapter 3
In-class discussion What are values, why are they important, how can they be used in marketing? Example? Assessment due for discussion: 1 page type-up Exercise question 5 page 67
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4 |
Personality and self-concept December 12
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READ: Chapter 4 Assessment due for discussion: 1 page type-up: Projective techniques: Select 3 visual images that represent how you feel about studying for your degree at Macquarie. These images can be of anything you choose. Discuss these images as they relate to your own needs, goals and motivations (use theory to define these). NB. Attach copies of your ads to your submission
Task 2. Discussion of referencing and paraphrasing.
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5 |
Perception December 13
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READ: Chapter 5
In-class discussion What is self-concept? Why is it important for marketers to understand? Assessment due for discussion: 1 page type-up Step 1: Visit the link below to take a personality assessment using the Big Five. Print a copy of your result and attach it to your submission. Within the test click the link that says “click here” to learn more about each OCEAN dimension. http://drphil.com/shows/bigfivepersonalityquiz Step 2: With reference to your results for step 1, complete exercise question 1 page 141
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6 |
Learning and Involvement December 15
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READ: Chapter 6
Assessment due for discussion: 1 page type up Retailers place great emphasis on store layout, design, physical evidence and atmospherics. This concept is referred to as the servicescape. Whys is it important and how does it influence consumer perception? Use one store example to illustrate. Session Break -December 24, 2017 to January 09, 2018 |
7 |
Attitudes December 19
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READ: Chapter 7
Assessment due for discussion: 1 page type-up Exercise Question 4, page 239
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8 |
Social influences December 20
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READ: Chapter 8 Assessment due for discussion: 1 page type-up Visit the following website to view the photo: http://chasethis.me/2011/06/02/who-is-your-brand/ Discuss your interpretation of this image in light of the way in which consumers learn about brands. Exercise question 3 page 274 |
9 |
Culture December 21 |
READ: 11 Class time allocated to your essay and Q&A with tutor. Assessment due for discussion: 1 page type-up Exercise Question 2 page 316
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10 |
Cross-cultural influences January 9 |
READ: Chapter 13 In class discussion: Essay Q&A Assessment due for discussion: You must bring a mind map of ideas/themes you feel relate to the topic AND a two page summary of at least 3 articles that you have selected for inclusion in your report and the way in which they relate/link to the essay topic.
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11 |
Decision making January 10
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READ: Chapter 14
Assessment due for discussion: 1 page type-up Discussion question – 3 page 527 |
12 |
Family January 12 |
READ: Chapter 9 Assessment due for discussion: 1 page type-up Discussion question - 3 page 351 Essay due 11.59pm Saturday January 15, 2018
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13 |
Exam Review & Tips January 16 |
Tutor driven exam preparation and review Unit and Lecturer Evaluations
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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_2016.html
Grade Appeal Policy http://mq.edu.au/policy/docs/gradeappeal/policy.html
Complaint Management Procedure for Students and Members of the Public http://www.mq.edu.au/policy/docs/complaint_management/procedure.html
Disruption to Studies Policy (in effect until Dec 4th, 2017): http://www.mq.edu.au/policy/docs/disruption_studies/policy.html
Special Consideration Policy (in effect from Dec 4th, 2017): https://staff.mq.edu.au/work/strategy-planning-and-governance/university-policies-and-procedures/policies/special-consideration
In addition, a number of other policies can be found in the Learning and Teaching Category of Policy Central.
Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/support/student_conduct/
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.
Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/
Learning Skills (mq.edu.au/learningskills) provides academic writing resources and study strategies to improve your marks and take control of your study.
Students with a disability are encouraged to contact the Disability Service who can provide appropriate help with any issues that arise during their studies.
For all student enquiries, visit Student Connect at ask.mq.edu.au
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Our graduates will take with them the intellectual development, depth and breadth of knowledge, scholarly understanding, and specific subject content in their chosen fields to make them competent and confident in their subject or profession. They will be able to demonstrate, where relevant, professional technical competence and meet professional standards. They will be able to articulate the structure of knowledge of their discipline, be able to adapt discipline-specific knowledge to novel situations, and be able to contribute from their discipline to inter-disciplinary solutions to problems.
This graduate capability is supported by:
We want our graduates to be capable of reasoning, questioning and analysing, and to integrate and synthesise learning and knowledge from a range of sources and environments; to be able to critique constraints, assumptions and limitations; to be able to think independently and systemically in relation to scholarly activity, in the workplace, and in the world. We want them to have a level of scientific and information technology literacy.
This graduate capability is supported by:
Our graduates should be capable of researching; of analysing, and interpreting and assessing data and information in various forms; of drawing connections across fields of knowledge; and they should be able to relate their knowledge to complex situations at work or in the world, in order to diagnose and solve problems. We want them to have the confidence to take the initiative in doing so, within an awareness of their own limitations.
This graduate capability is supported by:
We want to develop in our students the ability to communicate and convey their views in forms effective with different audiences. We want our graduates to take with them the capability to read, listen, question, gather and evaluate information resources in a variety of formats, assess, write clearly, speak effectively, and to use visual communication and communication technologies as appropriate.
This graduate capability is supported by:
Only staffing and dates changed.
Wayne Kingston by appointment.
Teaching staff are there to assist you. Please email them directly to confirm their consultation times.
Please remember that your Tutor (also Wayne Kingston) is your first port of call for all queries relating to the course content and that you should contact them directly via email.
This unit draws from international case studies of consumer behaviour and also includes references to not-for-profit cases.
MKTG203 builds on material introduced in previous marketing units. In doing so, the unit has a dual focus. The first objective is to develop students' skills in using theoretical research in marketing to develop a sound knowledge of the complexities of consumer behaviour. The second objective is to introduce students to the practice of consumer behaviour and familiarise them with marketing strategies which are designed to more effectively target consumers.