MARKETNG 2501 - Consumer Behaviour

North Terrace Campus - Semester 2 - 2022

Every individual is a consumer. Understanding consumers and influences of consumer behaviour is crucial for explaining and predicting consumption related behaviour in individuals and organisations alike. Consumer Behaviour introduces the fundamental concepts, principles and theories of consumer behaviour and relates them to the practice of marketing. Drawing on both psychological and sociological viewpoints, this course covers individual factors, such as motivation and needs, perception, learning, personality and lifestyle attitudes and external socio-cultural factors such as family, social groups and group processes, social class, culture and subculture in the context of consumption. This prepares students for making informed decisions about how to manage and respond to the needs and wants of consumers.

  • General Course Information
    Course Details
    Course Code MARKETNG 2501
    Course Consumer Behaviour
    Coordinating Unit Marketing
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Assumed Knowledge MARKETNG 1001
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Dr Kim Huynh

    Phone: 8313 4910

    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. Identify and explain factors which influence consumer behaviour; 
    2. Demonstrate how knowledge of consumer behaviour can be applied to marketing;
    3. Display critical thinking and problem solving skills;
    4. Gain, evaluate and synthesise information and existing knowledge from a number of sources and experiences;
    5. In a team, work effectively to prepare a case study of consumer behaviour issues within a specific context; 
    6. Deliver an oral presentation in a professional and engaging manner.

    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2,

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.


    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    4, 5, 6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    5, 6

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    5, 6

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    5, 6
  • Learning Resources
    Required Resources
    Michael R Solomon, Rebekah Russell-Bennett, Josephine Privite (2019), Consumer Behaviour: Buying, Having, Being, (4th Ed.), Australia: Pearson.

    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.
    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. Should face to face classes be restricted, alll classes will take place online at the same times as per the timetable.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course entails 2-hour face-to-face lectures and one 1-hour tutorial daily for two weeks.

    NOTE: In the event of face to face restrictions, classes will take place as per the timetable but in an online environment.  

    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 semester.
    Learning Activities Summary
    Week 1 Introduction to consumer behaviour in society Chapters 1 & 2
    Week 2 Perception, learning and memory Chapters 3 & 4 (Quiz 1)
    Week 3 Motivation, personality Chapter 5 & 6
    Week 4 Self concept and attitude Chapter 7 & 8 (Quiz 2)
    Week 5 Individual decision making Chapter 9
    Week 6 Buying, using and disposing Chapter 10 (Quiz 3)
    Week 7 Groups and social influence Chapter 11
    Week 8 Ethnicity, religion and age Chapters 12 (Quiz 4)
    Week 9 Lifestyle and social class Chapter 13
    Week 10 A culture of consumption Chapter 14 (Quiz 5)
    Week 11 Ethics and consumer behaviour
    Week 12 Course revision

    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
    Assessment Task Weighting Learning Outcome
    Biweekly quiz x 5 25% 1,2,3,4,5
    Class Participation 10% 1, 2, 3,5
    Presentation (Group) 20% 2, 3, 6
    Final Exam 45% 1,2,3,4,5
    Total 100%
    Assessment Detail
    The assessment components are as follows:

    Biweekly quiz (x5) 25%

    Every two weeks a quiz will be posted on Canvas containing 10 multiple choice questions to be completed in 15 minutes.  The questions will relate to the topic and lecture material from the previous 2 weeks.  The quiz will be available online from the Friday until the Sunday night.  Failure to complete the quiz in the time period will result in a zero grade for that quiz.  A medical certificate must be provided if a quiz is missed due to health reasons.

    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 20%

    Working in groups of 2 or 3, you will be required to present a case study to the class. Working in your groups, you are required to make a 15-minute PowerPoint presentation giving an overview of the case study and the key issues it raises, followed by your thoughts relating to the case study questions. Be prepared to defined and support your view throughout your presentation as your tutor and/or students can ask you to support your views and analysis.

    You must also support your presentation by providing your tutor with your PowerPoints containing your analysis and extra material in the notes section. 

    NOTE: In the event of face to face class restrictions, presentations must be recorded on the Powerpoint slides and submitted to the tutor on the specified presentation day.  

    Presentation will commence in Week 3

    Final Exam 45%

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

    This will be a closed book exam and no materials will be allowed in the exam hall.  

    NOTE: In the event of face to face restrictions, the examination will take place online.  

    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.

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.