Email: kim.huynh@adelaide.edu.au
Phone: 8313 4910

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

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.

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.

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.

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.

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.

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.

The course timetable gives a full breakdown of the topics to be covered and the learning areas for each session.

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 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%

• 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.

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.

Assignments must be submitted on Canvas only by one of the group members.