MARKETNG 7023 - Understanding Consumers (M)

North Terrace Campus - Trimester 1 - 2015

This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.

  • General Course Information
    Course Details
    Course Code MARKETNG 7023
    Course Understanding Consumers (M)
    Coordinating Unit Business School
    Term Trimester 1
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact 36
    Available for Study Abroad and Exchange Y
    Course Description This course introduces the theory of consumer behaviour and relates it to the practice of marketing. It will present relevant material drawn from psychology, anthropology, social and behavioural sciences within the framework of the consumer decision process and its main influencing factors.
    Course Staff

    Course Coordinator: Dr Sally Rao Hill

    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes

    1.      Identify and explain factors which influence consumer behaviour.

    2.     Apply consumer behaviour theories to clarify and analyse a marketing issue/problem.

    3.      Critically analyse and evaluate consumer behaviour theories.

    4.      Locate, evaluate and synthesise information from a wide range of academic sources to write a report on a given consumer behaviour topic.

    5.      Deliver a presentation to an audience on a given/identified consumer behaviour topic in a professional and engaging manner.

    6.     Work collaboratively with peers to identify and analyse a socially responsible consumer behaviour

    7.     Use analysis of socially responsible consumer behaviour to write a professional, well-structured and coherent report which provides
    recommendations to practitioners and policy makers.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1, 2, 3, 4, 5,
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 2,4,6
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 4, 5 & 7
    Skills of a high order in interpersonal understanding, teamwork and communication. 6
    A proficiency in the appropriate use of contemporary technologies. 4,5,6,7
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 1,2,3
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 5,6
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 7
  • Learning Resources
    Required Resources


    Quester, Simone Pettigrew, Sally Rao Hill, Foula Kopanidis, Del Hawkins (2014), Consumer Behaviour: Implications for
    Marketing Strategy, (7th Ed.), Australia: McGraw-Hill Irwin.

    eBooks of this text
    is available. The textbook has a related website which provides additional and updated material including relevant websites and self-testing tools. To access, visit the student site at:

    Recommended Resources

    are encouraged to utilise the following text which is available in the library:


    M.R., Russell-Bennett, R. and Previte, J. (2013), Consumer Behaviour: Buying,
    Having, and Being, 3rd ed., Pearson, Frenchs Forest, N.S.W.


    LG. (2014), Consumer Behaviour, Pearson, Frenchs Forest, N.S.W.


    In addition, students are also encouraged to read on the topics covered by this
    course in the following journals. Students will find these journals
    particularly useful for the assignment:

    •           Journal of Consumer Research

    •           Journal of Consumer Behaviour

    •           Journal of Consumer Marketing

    •           Journal of Marketing

    •           Psychology and Marketing

    •           Journal of Consumer Psychology

    •           Journal of Personality and Social Psychology


    This list of references is a guide only; it is up to the student to determine
    what additional material is needed to satisfactorily complete their
    presentation, assignment, and the course.

  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.


    No information currently available.

    Learning Activities Summary

    No information currently available.

  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary

    No information currently available.

    Assessment Detail

    No information currently available.


    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

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