MARKETNG 2501 - Consumer Behaviour II
North Terrace Campus - Summer - 2015
General Course Information
Course Code MARKETNG 2501 Course Consumer Behaviour II Coordinating Unit 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 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 Coordinator: Dr Sally Rao HillCourse Lecturer:
Name: Sally Rao Hill (Lecturer in charge)
Course Website: www.myuni.adelaide.edu.au
The full timetable of all activities for this course can be accessed from Course Planner.Course Timetable
Day Lecture Topic Chp Tutorial Group Presentation Mon Intro to Consumer Behaviour and Situational Factors
Tues Information Search
1 Wed Purchase decision and post purchase evaluation 6,7 2 1 Thurs Perception 8 3 2 Fri Learning 9 4 3 Day Lecture Topic Chp Tutorial Group Presentation Mon Motivation and Personality
5 Quiz Tues Society and Households 12
6 4 Wed Group Influence 14 7 5 Thurs Social Stratification
8 6 Fri B2B Behaviour 17 9
The full timetable of all activities for this course can be accessed from the Course Planner at https://access.adelaide.edu.au/courses/search.asp
Note: A full breakdown and details of daily activities will be available on MyUni and posted one week before classes begin.
Course Learning OutcomesOn 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
Required ResourcesPascale 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: www.mhhe.com/au/questercb7e
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 LearningAll class material will be available on MyUni with all assignments to be submitted into Turnitin via the MyUni page.
Learning & Teaching Activities
Learning & Teaching ModesThere will be two 2 hours seminars each day. Typically there will be a mix between discussion, class exercises and/or student presentations along with the presentation of a new 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, the first half of this time period will take the form of a participative discussion, class exercises and/or student presentations based on student preparations from the previous week’s topic. 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.
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 SummaryThe course timetable gives a full breakdown of the topics to be covered and the learning areas for each session.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Summary5.1 The University’s policy on Assessment for Coursework Programs is based on the following five principles: 1) assessment must encourage and reinforce learning; 2) assessment must measure achievement of the stated learning objectives; 3) assessment must enable robust and fair judgements about student performance; 4) assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned; and 5) assessment must maintain academic standards (see: http://www.adelaide.edu.au/policies/700/.
Assessment Item Related Learning Outcomes Weighting (%) Due Date Group Case Study Presentation
3, 4, 5, 6, & 8
1 ,2, 3 & 4
Session 2 - 10
Start of second week – conducted in tutorials
Major Assignment (Group) 1, 2, 3, 4, 5, 7, 8 & 9 20% Mon Feb 3 – submitted via MyUni Final Examination 1, 2, 3, 4 & 9 50% Formal exam period
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.
- Legible hand-writing and the quality of English expression are considered to be integral parts of the assessment process. Marks may be deducted in the final examination 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.
- Students must retain a copy of all assignments submitted.
- 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 DetailGroup Case Study Presentation
You will be placed in groups of 3 or 4 (depending on class numbers). Each group will be allocated a case study in the first session. The groups must then deliver a 15 minute presentation of that case study. Marking details and exact requirements will be discussed in the first class and posted on MyUni.
Mid Subject Quiz
There will be a 50 minute Quiz at the commencement of the second week. The topics covered will be everything from the first 7 topics. The format will be thirty multiple choice questions.
Major Group Assignment
Working in the same groups as for the case study, you are expected to identify a purchase situation and show the relevant consumer behavioural influences on that purchase situation. The exact nature of the purchase needs to be confirmed by your lecturer as to its suitability. The final report must be submitted in Turnitin and have a word count of no greater than 3000 words. Marking details and exact requirements will be discussed in first class and posted on MyUni.
Details of the examination will be discussed in class and a sample paper will be available on MyUni.
SubmissionAssignments must be submitted in hard copy in class and emailed to the lecturer.
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.
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.
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangement Policy
- Academic Honesty Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs
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- Coursework Academic Programs Policy
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- Modified Arrangements for Coursework Assessment
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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