MARKETNG 7023 - Understanding Consumers (M)

North Terrace Campus - Trimester 3 - 2016

The course information on this page is being finalised for 2016. Please check again before classes commence.

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 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 7005 OR MARKETNG 7104
    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: Clement Tay

    Course Timetable

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

    The Lectures will be held 9-11am and 12-2pm on Thursdays during Trimester 3. The full timetable of all activities for this course can be accessed from the Course Planner at
  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, you will be able to:

    1. Understand the rationale for studying consumer behaviour;
    2. Identify and explain factors which influence consumer behaviour;
    3. Demonstrate how knowledge of consumer behaviour can be applied to marketing;
    4. Display critical thinking and problem solving skills;
    5. Gain, evaluate and synthesise information and existing knowledge from a number of sources and experiences;
    6. Deliver an oral presentation in a professional and engaging manner;
    7. Prepare a professional, logical and coherent report on consumer behaviour issues within a specific context;
    8. Work effectively and efficiently in a team; and
    9. Identify ethical issues.
    University Graduate Attributes

    No information currently available.

  • 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

    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.

    Online Learning
    Most of the learning material will be available on the MyUni course website.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    This course entails 30 hour face-to-face seminars for a Trimester.


    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies.

    Students in this course are expected to attend all seminars throughout the Trimester.

    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.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.