MARKETNG 2501 - Consumer Behaviour II

North Terrace Campus - Semester 2 - 2014

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 2501
    Course Consumer Behaviour II
    Coordinating Unit Business School
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Incompatible MARKETNG 3013, WINEMKTG 2033 & WINEMKTG 2502EX
    Assumed Knowledge MARKETNG 2500 or MARKETNG 1001
    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 Lecturer:

    Name: Sally Rao Hill (Lecturer in charge)
    Course Website:
    Course Timetable

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

  • 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

    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. 1,2,3,4,5 & 7
    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. 8
    A proficiency in the appropriate use of contemporary technologies. 1,2,3,4,5,6 & 7
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. All objectives
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. All objectives
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 9
  • Learning Resources
    Required Resources
    Pascale 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 address which provides additional and updated material including relevant websites and self-testing tools. To access, visit the student site at:
    Recommended Resources

    Psychology & Marketing
    Australasian Marketing Journal
    Journal of Retailing & Consumer Services
    Journal of Advertising
    Journal of Retailing
    Journal of Consumer Culture Journal of Consumer Behaviour
    European Journal of Marketing
    International Journal of Research in Marketing
    Journal of Consumer Marketing
    Journal of Business Research
    Journal of Consumer Research
    Journal of the Academy of Marketing Science Journal of Marketing

    While you may wish to read other textbooks, you may benefit more from developing an understanding of marketing activities and competitive responses to these, starting with the examples presented in your text. So it will be to your advantage while studying this course to pay as much attention as possible to the marketing activities going on around you. You can do this in a number of ways:

          ·   Develop close liaison with marketing managers where you work;
          ·   Regular monitoring of the local business media;
          ·   Daily scrutiny of a business newspaper;
          ·   Accessing business publications on the internet.
    Online Learning
    All class material will be available on MyUni with all assignments to be submitted into Turnitin via the MyUni page.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course entails 2-hour face-to-face lectures and one 1-hour tutorial daily for two weeks.

    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. This means that you are expected to commit approximately 8 hours for a three-unit course of private study outside of your regular classes per day for this intensive course.

    Students in this course are expected to attend all lectures and tutorials throughout the two weeks.
    Learning Activities Summary
    (Week 1)
    Introduction to consumer behaviour and situational influences Chapters 1 & 2
    (Week 2)
    4 August Problem recognition and information search Chapters 3 & 4
    (Week 3)
    11 August Alternatives, purchases and satisfaction Chapters 1 & 25 & 6
    (Week 4)
    18 August Perception, learning and memory Chapters 8 & 9
    (Week 5)
    25 August Motivation, personality and emotion Chapter 10
    (Week 6)
    1 September Attitudes and attitude change Chapter 11
    (Week 7)
    8 September The changing Australian society and lifestyle Chapter 12
    (Week 8)
    15 September Group influence and group communications Chapter 14
    29 September – 3 October Semester Break
    (Week 9)
    6 October Public Holiday: No Classes
    (Week 10)
    13 October Household structure and social stratification Chapters 13 & 15
    (Week 11)
    20 October Culture and cross-cultural variations in consumer behaviour Chapter 16
    (Week 12)
    27 October Course revision
    3 November SWOT Week
    Specific Course Requirements
     To gain a pass for this course, a mark of at least 45% must be obtained on the examination as well as a total of at least 50% overall. Students not achieving the minimum exam mark will be awarded no more than 49.
     All assignments are to be lodged by the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 5% of the mark given for each day, or part of a day, that it is late.
     Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on medical or compassionate grounds must include a professional report and evidence found in the Replacement Assessment application available at:
     Students applying for an extension based on medical reasons must visit their medical practitioner, with the approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. For replacement examination due to extenuating circumstances refer to:
     Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in final examinations because of poor hand-writing.
     Students in this course are not permitted to take a DICTIONARY (English or English-Foreign) into the examination. In this course, the use of calculators in the examination is not permitted. Also, students are not permitted to bring mobile phones into the examination.
  • 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
    Class Participation (10%)
    Presentation (10%)
    Assignments (30%)
    Final Exam (50%)
    Assessment Detail
    The assessment components are as follows:

    Class Participation 10%

    You will be marked for each class exercise separately on 1) pre-class preparation, 2) discussion participation and 3) your understanding of the material and quality of your contribution to the class discussion. Please note that marks are not awarded for attendance. Failure to prepare and to actively participate in class will result in a zero mark. Failure to attend class due to illness will result in a mark being awarded only by supplying a medical certificate.

    Presentation 10%
    Due Date: Assigned in the first tutorial

    Working in a group, you will be required to present on a particular consumer behaviour topic and to a lead discussion and/or facilitate a class exercise. Be prepared to defend and support your analysis, and to discuss it with your classmates. Working in your group, you are required to make a 10-minute PowerPoint presentation. Following your presentation, you will be required to lead a discussion and/or facilitate a class activity of approximately 10 minutes, on the key aspects of the topic. Each presentation and discussion or activity will be graded out of 10 marks for a total of 10% of the course grade.

    The list of topics can be found in the Presentation Guide. A schedule of presentations and allocation of topics will take place in your first tutorial. A hard copy (paper copy) must be given to the tutor for the case study presentations (print out of presentations) which must have the group’s full names, ID and title on the cover.

    Assignments – 30%
    Assignment 1: Consumption Journal and Consumer Portrait (10%)
    Due Date: 4pm on the 29th of Aug.
    Various internal and external factors affect consumer buying behaviour. Trying to observe your own consumption behaviour is an excellent way to grasp the significance of the theoretical concepts. For this assignment you need to observe and record your own consumption habits, and explore the internal and external factors that may be influencing your purchase and consumption decisions.

    This is a two-part assignment. The first part requires you to maintain a personal consumption activities journal. The second part of the assignment requires you to construct an image of yourself as a consumer by describing the internal and external factors that influence your consumption behaviour.

    Details of this assignment are included in the Assignment Guide.

    Assignment 2: Sustainable Consumption Project (20%)
    Due date: 4pm on the 9th of Oct.
    Sustainable consumption is a pressing and complex issue. It involves the society at large which is also made up of individual consumers. Even though many consumers are aware of the issues and know what the right thing to do is, there often exists an intention/action gap.

    In a team of 4, you are to 1) identify an emerging green consumer behaviour trend. This could be environmentally friendly consumer behaviour (such as recycling, taking public transport, safe disposal of e-waste) or purchases of green products over the standard alternatives (examples include the compact fluorescent light bulb, solar panels/solar power, cloth nappies, appliances with better energy efficiency). These green behaviours may be an idea found in a magazine, newspaper article, or other secondary source, or you may be creative about sustainability issues and present an original idea for increasing sustainability; 2) research on this behaviour and report the trends amongst Australian consumer in relation to this behaviour; 3) apply what we have learned in this course to analyse issues/challenges surrounding the adoption of this behaviour; 4) suggest marketing tactics for improving this consumer sustainable behaviour based on consumer behaviour theories.

    Details of this assignment are included in the Assignment Guide.

    Final Exam 50%

    There will be a 3 hour exam (minimum of 45% in the exam required)
    The final exam is a 3 hour exam to be held during the formal examination period. The final exam will cover materials from the entire course. The University Examination period in Semester 2 2014 is 8-22 November. Students must demonstrate a comprehensive understanding of the course and interpretive and analytical ability in a written exam.

    You will be allowed to take one A4 page of your own, notes into the final exam. Your name and student number must be printed in the header. You are to use no smaller than 12 point on both sides of this page of notes. You may write/type as much or as little as you want, use one NOT both sides, write in English or any other language. No other aids will be allowed into the exam.

    The only exception to not sitting an examination at the designated time is because of medical or compassionate reasons. In these circumstances you may wish to consider applying for a Replacement Examination. Information about replacement examinations is available at
    Presentation of Assignments
    • Please retain a copy of all assignments submitted.
    • Please attach an ‘Assignment Cover Sheet’, which is signed and dated by you before submission.
    • All group assignments must be attached to a ‘Group Assignment Cover Sheet’, which must be signed and dated by all group members before submission. All team members are expected to contribute approximately equally to a group assignment.
    • Teaching staff can refuse to accept assignments, which do not have a signed acknowledgement of the University’s policy on plagiarism.

    Assignment Guidelines including Referencing Details
    A copy of the Communication Skills Guide will have been given to you at the beginning of your program. This guide will assist you structure your assignments. A copy of the guide can also be downloaded from

    This publication also provides guidelines on a range of other important communication skills including writing essays and management reports, making oral presentations etc. In preparing any written piece of assessment for your undergraduate studies it is important to draw on the relevant ‘literature’ to support critical analysis. Also essential is to reference the literature used. Correct referencing is important because it identifies the source of the ideas and arguments that you present, and sometimes the source of the actual words you use, and helps to avoid the problem of plagiarism.

    Further assistance with referencing is available from the Faculty’s Learning Support Advisors. The contact details are provided on page 6 of the Communication Skills Guide.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions to the due date of individual assessment may be granted under special circumstances. An extension request based on medical or compassionate grounds must include a professional report and evidence found in the Replacement Assessment application available at: Students applying for an extension based on medical reasons must visit their medical practitioner, with the approved University form, and have the medical practitioner complete it. A normal doctor's certificate will not be accepted. This application must be emailed to the lecturer in charge of the course before the due date. Each request will be assessed on its merits.
    All requests for extensions must be emailed to the Lecturer in Charge of the course before the due date. Each request will be assessed on its merits. A late assignment (without prior arrangement) will be penalised by according to the schedule below.
    Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle which may lead to a later return to you. There is a 5% penalty per day or part thereof.
    So without an extension, one day or part thereof late: 5% penalty
    Two days or part thereof of two days: 10% penalty
    Three days or part thereof of three days: 15% penalty
    Four days or part theroft of four days: 20% penalty.
    Material that is submitted more than five days’ late will not be accepted.
    If you receive an extension and submit beyond the extension date, then late penalties will apply.
    You do not have an ‘extension’ just because you ask for one – the Lecturer in Charge needs to give you an extension. You need to provide evidence to support your claims. A weekend is counted as two days.
    For this course, students are required to hand in assignments via TurnItIn which is a computer programme that detects plagiarised work. Further information can be found at:

    Students must not submit work for an assignment that has previously been submitted for this course or any other course. There will be no re-submission. You cannot rework your paper and put it back in.

    Return of Assignments
    Teaching staff aim to mark and return assignments to students within two (2) weeks of the due date with written feedback. Students are responsible for collecting their marked assignments from their tutorials. If assignments are not collected after two (2) weeks, the assignments will be available at the Student Hub for two (2) weeks. The remaining assignments will only be posted out to the students, if the correct mailing addresses are on the assignments.
    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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