MARKETNG 2501 - Consumer Behaviour II

North Terrace Campus - Summer - 2015

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 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
    Incompatible MARKETNG 3013, WINEMKTG 2033 & WINEMKTG 2502EX
    Assumed Knowledge MARKETNG 2500 or MARKETNG 1001
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    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.

    Course Timetable
    Day Lecture Topic Chp Tutorial Group Presentation
    Mon Intro to Consumer Behaviour and Situational Factors
    Problem Recognition
    Tues Information Search
    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

    Note: A full breakdown and details of daily activities will be available on MyUni and posted one week before classes begin.
  • 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
    There 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 Summary
    The course timetable gives a full breakdown of the topics to be covered and the learning areas for each session.
  • 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
    5.1 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:

    Assessment Summary

    Assessment Item Related Learning Outcomes Weighting (%) Due Date
    Group Case Study Presentation

    Mid-Subject Quiz
    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 Detail
    Group 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.
    Assignments must be submitted in hard copy in class and emailed to the lecturer.
    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.