MARKETNG 2501 - Consumer Behaviour

North Terrace Campus - Summer - 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 Adelaide Business School
    Term Summer
    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
    Course Description 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.
    Course Staff

    Course Coordinator: Dr Sally Rao Hill

    Email: sally.raohill@adelaide.edu.au

    Phone: 8313 4237

    Location: Room 10.18, Level 10, Nexus 10 Building

    Course Timetable

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

    Course Timetable

    Thurs
    Introduction to consumer behaviour and situational influences Chapters 1 & 2

    Fri
    Problem recognition and information search Chapters 3 & 4

    Mon
    Alternatives, outlet selection and postpuschase Chapters 5, 6, 7 

    Tues
    Perception, learning and memory Chapters 8 & 9

    Thurs
    Motivation, personality and emotions Chapter 10

    Fri
    Self concept and attitude Chapter 10, 11  

    Mon
    Group and social influence Chapter 12 13

    Tues
    Demographics and lifestyle Chapters 14

    Thurs
    Social class Chapter 15

    Fri
    Cross-cultural consumption and revision Chapter 16

  • 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.

    3

    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
    There will be 3 hours seminar/workshop each day. Typically there will be a mix between discussion, class exercises and/or student presentations along with the presentation of a topic by the lecturer. The seminar program schedule is contained in this Course Outline and students will be expected to have reviewed the topic to be discussed and attempted any set questions/exercises prior to each seminar. There is a strong assumption that students will engage in seminar discussions in an informed way

    Typically, it will take the form of a participative discussion, class exercises and/or student presentations based on the topics covered. Students will be expected to have prepared the topic to be discussed and attempted any set questions/exercises prior to each seminar. There is a strong assumption that students will engage in seminar discussions in an informed way.
    Workload

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

    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 9 hours for a three-unit course or 13 hours for a four-unit course, of private study outside of your regular classes.
    Learning Activities Summary
    The course timetable gives a full breakdown of the topics to be covered and the learning areas for each session.
    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: http://www.adelaide.edu.au/student/exams/pdfs/maca_medical_compassionate_applic.pdf

    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: http://www.adelaide.edu.au/student/exams/pdfs/maca_extenuating_circs_applic.pdf

    Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process.

    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
    Online quiz x 2 30% 1,2,3,4,5
    Class Participation 10% 1, 2, 3,5
    Presentation (Group) 20% 2, 3, 6
    Assignment 40% 1,2,3,4,5
    Total 100%
    Assessment Related Requirements
    • All assignments are to be lodged prior to the due date and time. A late assignment where no extension has been granted will be penalised by a reduction of 10% of the mark given for each day, or part of a day, that it is late.
    • 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 individual assignments must be attached to an Assignment Cover Sheet which must be signed and dated by the student 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.
    • Markers can refuse to accept assignments which do not have a signed acknowledgement of the University’s Policy on Plagiarism.
    Assessment Detail
    The assessment components are as follows:

    Quizzes (x2) 30%

    Online quizes will be posted on Canvas containing 10 multiple choice questions to be completed in 60 minutes. The questions will relate to the topic and lecture material from the previous 2 sessions. The quiz will be available online from 17.00 - midnight on the stated day. 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 3 or 4, you will be required to present a case study to the class. Working in your groups, you are required to make a 20-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 and a 1500 word report containing details of your topic and material you presented.

    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 Session 3.

    Assignments
    Assignment 1: Consumption Journal (10%)

    You are responsible for maintaining a consumption journal that describes 10 products and services which you purchased or used over a 1-week period. Descriptions should include what products and services were purchased or used, where the items were purchased or used, why the items were purchased or used, and what feelings, thoughts and actions were associated with the purchase and consumption.

    Assignment 2
    Part 1: Consumer Portrait (15%)

    For the first part of assignment 2, you are required to analyse your behaviour by constructing a description of yourself as a consumer. In doing so, you will draw from your consumption journal (however you may go beyond these ten entries) to describe yourself and connect it to the theoretical discussions by examining how some of the concepts you have learned show up in your own behaviour. Make sure to concentrate on the internal and external factors that affect your consumption i.e. your personality, lifestyle, culture, household structure, etc.

    Part 2: Consumption Narrative (15%)

    The second part of Assignment 2 requires you to write a rich, descriptive narrative of a single purchase or consumption experience. As such, it will make the task easier if you choose a high involvement purchase, a symbolic purchase, or a consumption activity (i.e. going out with friends). This narrative should provide in-depth insights into your cognitive thought processes as well as make assumptions about the role of emotion, attitudes, etc on your consumption experience.

    For this section of the assignment, you are required to utilise academic journal articles in addition to the textbook when referencing consumer behaviour theories. As you will more than likely be concentrating on just one or two areas of consumer behaviour, it would make sense to read and reference some of the seminal journal articles on this topic. Whenever the textbook discusses a theory, it includes a footnote that relates to a list of references at the end of the chapter. These references are generally from academic journals that investigate the related topic, and would be a good place to start your research. If you wish to look further, try searching for the theory/topic in the Journal of Consumer Research which is available via the library website in the electronic databases Business Source Premier, JSTOR, and Expanded Academic ASAP. Other appropriate journals are listed in the course outline.
    Submission
    Assignments must be submitted on Canvas only by one of the group members. 
    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 (http://www.adelaide.edu.au/policies/101/) 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.